Exploring the influence of television sport on consumers' attitudes towards programme-embedded advertising using motivational responses generated by the game
Dohyun Ahn; Yunjae Cheong; Kihan Kim
| Year of publication: |
2013
|
|---|---|
| Authors: | Ahn, Dohyun ; Cheong, Yunjae ; Kim, Kihan |
| Published in: |
International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 1464-6668, ZDB-ID 2013659-6. - Vol. 14.2012/13, 4, p. 326-342
|
| Subject: | sports advertising | sports broadcasting | sports spectatorship | motivational response | Konsumentenverhalten | Consumer behaviour | Sport | Sports | Werbewirkung | Advertising effects | Motivation | Fernsehen | Television | Profisport | Professional sports | Sportmarketing | Sports marketing | Werbung | Advertising | Sportveranstaltung | Sport event | Fernsehwerbung | Television advertising |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010195351