A Comparison of Brand-Related Outcomes Between Naming Rights and Jersey Sponsorships in Professional Sport
Bibliographic record
Abstract
Naming rights and jersey sponsorship are highly visible, offering numerous benefits to both brands and properties but at a particularly high cost. The purpose of this study was to examine individuals’ attitudes and behaviors toward naming rights and jersey sponsors. The study drew on the Persuasion Knowledge (PK) Model as a lens for differentiating between consumers’ responses to each sponsor. A between-group design was employed; two versions of a questionnaire (one for each sponsorship condition) were distributed to a nationwide sample of Canadians, yielding 331 usable responses. Findings suggested participants had better awareness of the naming rights sponsor than the jersey sponsor, but no attitudinal differences were observed. However, attitudinal differences were observed on team identification. Furthermore, it appears that the triggering process for PK may differ in the sport sponsorship setting than what is observed with traditional advertising, likely due to a moderating effect of team identification.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.001 | 0.000 |
| Bibliometrics | 0.000 | 0.001 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".