Author(s): Prashant Kumar Choudhary and Dr. Krishna Kant Sahu

Abstract:
Virtual and augmented reality (VR/AR) technologies have gained increasing attention in the sports sponsorship industry as a means to enhance brand equity and loyalty. This meta-analysis investigates the impact of virtual and augmented reality technologies on brand equity and brand loyalty in sports sponsorship. A total of 16 studies were included in the analysis, with a combined sample size of 5,426 participants. The results indicated a significant positive effect of virtual and augmented reality technologies on both brand equity (SMD = 0.77, 95% CI = 0.40 to 1.14) and brand loyalty (SMD = 0.51, 95% CI = 0.23 to 0.79). However, substantial heterogeneity was observed among the studies, with an I-squared value of 87.6%. Subgroup analyses did not reveal significant differences in effect sizes based on the type of sport or the target audience. The risk of bias was assessed using the Cochrane Risk of Bias tool and the quality of evidence was evaluated using the GRADE approach. Sensitivity analyses were conducted to test the robustness of the results. The findings of this meta-analysis suggest that virtual and augmented reality technologies can have a positive impact on brand equity and brand loyalty in the context of sports sponsorship. However, further research is needed to explore the mechanisms underlying these effects and to identify the specific conditions under which VR and AR are most effective. These results have implications for marketers and sports organizations seeking to enhance their brand image and cultivate customer loyalty using immersive technologies. Overall, this meta-analysis provides valuable insights for both academics and practitioners in the sports sponsorship industry, highlighting the potential of VR/AR technologies in enhancing brand outcomes.

DOI: 10.22271/kheljournal.2023.v10.i3b.2934

Pages: 106-111  |  246 Views  102 Downloads

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