Purpose – The purpose of this research is to investigate the influence of visualelements in sports advertisements on consumer attitudes and purchasing decisions.This paper empirically demonstrates a significant relationship between visualelements, including ambassadors, color, effects, typography, and design, and theirimpact on consumer attitudes and purchasing choices. Design / Methodology / Approach – The research is based on a sample of 229consumers and on a quantitative approach using thematic analysis and surveymethods. A deductive analytical research design is employed, with respondentsrating the impact of various visual elements on their purchase intentions using a5-point Likert scale. The data is analyzed using descriptive statistics and regressionanalysis (Cronbach alpha). Findings – This paper identifies significant visual components in sportsadvertising that affect consumer attitudes and purchase decisions. Ambassadors arefound to be the most impactful visual element, followed by color, effects, andtypography, while design shows a weaker correlation. The regression analysisreveals that visual elements moderately correlate with consumer attitudes and thatimproved consumer perceptions of advertisements lead to higher purchaseintentions. Practical implications – This research highlights the significant impact of visualelements, particularly ambassadors, in sports advertisements on consumer attitudesand purchase decisions. Marketers should prioritize well-known ambassadors andintegrate cohesive visual elements to enhance appeal, while also addressingconsumer values like sustainability to bridge the gap between positive attitudes andactual purchases. Leveraging advanced technologies for immersive experiences canfurther boost engagement and drive sales. Originality/value – This paper provides an impartial analysis of visual elements insports advertisements, rather than focusing on a single brand.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-129836 |
| Date | January 2024 |
| Creators | KHAN, Tuba, SUEUR, Antonin, TAUTY, Loïc |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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