Visual Signs/Logo-Identity in the Major League Baseball Facility: Case Study of Tropicana Field
- Authors
- Park, Sung Bae Roger; Choi, Joon Seo Andrew
- Issue Date
- Jun-2011
- Publisher
- 국민체육진흥공단 체육과학연구원
- Keywords
- sport sponsorship; brand exposure; visual signs/ logos identity
- Citation
- IJASS(INTERNATIONAL JOURNAL OF APPLIED SPORTS SCIENCES), v.23, no.1, pp.251 - 270
- Indexed
- KCI
OTHER
- Journal Title
- IJASS(INTERNATIONAL JOURNAL OF APPLIED SPORTS SCIENCES)
- Volume
- 23
- Number
- 1
- Start Page
- 251
- End Page
- 270
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/168177
- DOI
- 10.24985/ijass.2011.23.1.251
- ISSN
- 1598-2939
- Abstract
- Sponsorship in sporting events and facilities, an efficient practice for reaching a number of current and potential consumers, has become popular as a marketing communication strategy. As popular as sport sponsorship has become, however, it may be unreasonably optimistic to expect that simply placing product logos,banners, and signs at a sporting facility would automatically attract the sport spectator’s attention. The purpose of this study was to examine with a visual,qualitative method some of the factors that previous research has shown to influence the effectiveness of brand exposure at sporting events. The researchers found that color context/contrast, as well as location and size of signs, logos, and banners were important influences on spectators’attention at the baseball stadium. The researchers felt strongly that the findings from qualitative research would have the potential to provide a better understanding of and deeper perspective on the results of previous studies.
- Files in This Item
-
Go to Link
- Appears in
Collections - 서울 예술·체육대학 > 서울 스포츠산업학과 > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/168177)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.