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This paper examines the effects of advertising type and antecedents of attitude towards advertising in general (AG) on individuals' responses to advertising in a sports broadcast setting. Both AG antecedents and advertising type were assessed using Brackett and Carr's (2001) model. Our results indicate that individual responses to advertising vary according to the type of advertising (television commercials, virtual ads by location).

This paper examines the effects of virtual advertising in a sports broadcast setting. We analyse the conspicuousness of virtual advertising and match the results with explanatory variables like brand awareness, duration of exposure and frequency of exposure. Furthermore, we measure the role of attitudes towards advertising in general and its impact on attitudes towards virtual advertising of the respondents. Our results indicate that most respondents recognise virtual advertising as such. Advertising effectiveness is driven to a large degree by the frequency of exposure. A positive attitude towards advertising in general leads to a positive attitude towards virtual advertising of the participants.

The purpose of this paper is to examine the impact of exposure-related and consumer-related factors on the return of sponsorship investment through their influence on viewers’ attention for sponsor signage.

Data were collected through an experimental study (n=92) involving eye-tracking and a questionnaire, and were analyzed using regression analysis.

The results show that viewers’ attention for sponsor signage is affected by the signage color of concurrent sponsors, as well as viewers’ brand familiarity, and sport involvement. In particular, the findings reveal that viewers’ attention for sponsor signage increases with greater color contrast between concurrently visible sponsor signage. Further, signage receives more attention if viewers are familiar with the brand and less involved with the sponsored event. Given that attention is an important prerequisite for further processing of sponsorship information, these findings have important implications for managers seeking to evaluate the return on their sponsorship investment.

When assessing the return on a sponsorship investment, marketers should consider the characteristics of surrounding sponsor signage and the audience with regard to their impact on viewers’ attention for their own signage. Ideally, marketers should attempt to create a greater color contrast between their own signage and its surroundings in order to maximize viewer attention.

This paper provides valuable information on the importance of concurrently visible sponsor signage and audience characteristics for the return on investment of sponsorships through their impact on viewers’ attention.

In this study, an interdisciplinary research team at a Midwest US University collaborated with a local county to co-envision interior design strategies for five county buildings: three libraries and two government buildings to reduce in-person contact in response to the COVID-19 pandemic.

The authors' interdisciplinary team used a community-based participatory design process which focused on creating consensus, while seeking out divergent perspectives among stakeholders to serve the needs of diverse users. The design process involved meetings with stakeholders remotely and analyzing survey results from the target occupants collected by the county.

The county with a population of 550,321 is the second most populous and diverse county in the state. The authors' collaborative efforts resulted in short-and long-term recommendations for the interior space planning to promote health, safety, and well-being for the county's diverse user groups of young children, adults, elderly and vulnerable populations. The short-term recommendations focus on service redesigns that can be implemented as the state shifts out of the stay-at-home order and the community returns to the county's public-facing buildings. The long-term recommendations focus on experiences and design strategies that can be carried forward to future-proof buildings in a post-COVID era and provide models for other counties.

One limitation is the dynamic nature of how rapidly our team responded to a critical need in the community to develop tangible interior design solutions during the initial stages of the COVID-19 pandemic for the county. The solutions we proposed were based on the scientific evidence available earlier on during that phase of the pandemic. The authors hope to conduct further studies in the future and conduct assessments of our rapid design responses.

This paper documents a dynamic experience during a once in a lifetime pandemic and thus contributes to further the body of knowledge about the role of interior design in shaping health and well-being during the COVID-19 pandemic.

The article presents a timely interdisciplinary response to the COVID-19 pandemic to promote community safety inside public buildings at the county. The interior design solutions reflected intensive literature reviews, critical space planning, innovative use of lighting, and thoughtful furniture/material selections.

Integrates perspectives across operations, marketing, human resources, and organizational theory in a conceptualization of the theoretical relationships between customer competency and marketing and operations practices in service firms. Suggests service firm strategies to leverage customer competency by managing process variation in an industry through service firm co‐operation when altering process structure does not support or achieve a differentiated market position for individual firms; by using market segmentation on the basis of customer productcore competency to develop new service offerings; by balancing the mix of customers at different competency levels with the firm’s productive capacity; and by optimizing socialization of four types of new customers: “Virgin Newcomers”, “Virtual Newcomers”, “Value Switchers” and “Vagabond Switchers” who have different levels of experience with competing firms and expectations for competency fit with new firms.

The purpose of this paper is to conceptualize sport event innovation and propose a fruitful future research agenda for scholars.

Following Gilson and Goldberg's (2015) criterion of a good conceptual paper, the authors (a) provide a review of the central tenets of innovation and sport innovation literature and link them together within a new definition of sport event innovation, (b) expand the field by suggesting several theoretical perspectives for studying this area and (c) visually represent the links between each aspect of our conceptualization in a figure. Based on our definition, the authors also highlight illustrative examples of sport event innovation.

This paper provides an initial working definition of sport event innovation and offers avenues of sport event innovation research underpinned by various research perspectives (i.e. process of innovation, institutional theory, stakeholder theory, interorganizational relationships and knowledge-based view) likely to prove useful for the advancement of scholarship in sport event management. Additionally, a general recognition of the potential practical implication related to this paper is discussed.

This conceptual paper bridges the knowledge gap between sport event and innovation research by merging the independent literature and conceptualizing sport event innovation. In doing so, the authors provide an advantageous starting point for future research on innovation in the sport event context with a view towards advancing both theory and practice in this area.

Although literature exists that profiles the effects of technology on sport, there has been little exploration into the specific effects of media technologies. This case study contributes to the existing literature on the convergence of technology and sport by examining which of five key media technologies will have the greatest impact upon the televised ice hockey product. The results demonstrate the importance of forecasting media technology in sport.

The purpose of this paper is to discover user-generated visual merchandising (VM) directives that could guide VM in physical stores as well as shed light on future development of customizable virtual stores for online retailing.

Applying a facet theory approach, our research involved consumers (n=145) in co-designing VM directives in a 3D virtual store in collaboration with target corporation. In total, 67 virtual shops in three product categories, i.e., women’s ready-to-wear, boy’s Cherokee, and men’s swim wear, were content analysed, along with written reports.

The research findings focused on the three facets of VM: merchandising presentation (fixturing, product density, manner of presentation, and product adjacency), in-store environment (layout and interior), and in-store promotion (signage). The research revealed the elements that these facets contain and the relationships between the elements. The findings suggest that retailers should design an ecological instead of a merely utilitarian environment; clear section identity helps shoppers find a sense of ownership and boundaries; and stores should also present a lifestyle solution instead of a merchandise selection.

The research contributes both original creations of VM directives and a methodical framework that moves the subject of VM from the physical to the virtual environment and shifts the traditional in-house function of VM to an open innovation in which consumers participate.

There is ample evidence supporting the generalizability of the stimuli-organism-response framework in the retail field, with limited extensions to digital signage inside malls. This article postulates that favourable perceptions of the mall environment result in stronger approach behaviours than positive experienced emotions. This varying indirect effect is predicated to be moderated by shoppers' enjoyment of hedonic digital signage content.

This study was conducted at two upmarket super-regional malls in South Africa with a wide variety of contemporary digital signage displaying hedonic content. Purposive quota sampling was used to intercept and survey 400 regular shoppers viewing dynamic hedonic digital signage content. Data was collected via an interviewer-administered structured questionnaire. Hayes macro conditional process analysis was used to determine the moderating role of hedonic content enjoyment and to estimate regression coefficients of the proposed model.

It was found that favourable perceptions of the mall environment is strongly associated with approach behaviours relative to the indirect effect of positive experienced emotions. When shoppers' enjoyment of hedonic content is factored in the model, low enjoyment of hedonic content shows an insignificant effect of digital signage on approach behaviours. However, for high enjoyment of hedonic content, this relationship is positive and significant.

Digital signage was only studied as a design cue and the promising role as social cue or ambient factor were thus not take into account. It also applied a cross-sectional survey rather than an experiment and has modelled the effects of digital signage as a part of retail atmospherics rather than its presence or absence in malls. The results were generated based on a survey with shoppers from two upmarket super-regional malls in South Africa while viewing digital signage displaying hedonic content. Findings might differ for utilitarian content and other settings.

Practical recommendations on how shopping mall management could utilise digital signage to possibly increase approach behaviours are provided.

There is very limited research on the effects of digital signage on shoppers in the mall environment. This study is one of the first to consider enjoyment of digital signage content inside malls as moderating variable. Additionally, this study contributed to this growing field of shopper-oriented technologies in methodological and pragmatic manners.