Exploring the influence of television sport on consumers' attitudes towards programme-embedded advertising using motivational responses generated by the game
| Year of publication: |
2013
|
|---|---|
| Authors: | Ahn, Dohyun ; Cheong, Yunjae ; Kim, Kihan |
| Published in: |
International journal of sports marketing & sponsorship. - London : International Marketing Reports, ISSN 1464-6668, ZDB-ID 20136596. - Vol. 14.2013, 4, p. 326-342
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