The effects of different billboard advertisement language on TV sports audiences' recognition, recall and search intention of the sponsor signage
Ziyuan Xu and Yuanyuan Cao and Hirotaka Matsuoka
| Year of publication: |
2024
|
|---|---|
| Authors: | Xu, Ziyuan ; Cao, Yuanyuan ; Matsuoka, Hirotaka |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 36.2024, 8, p. 1801-1820
|
| Subject: | Brand recall | Brand recognition | Language | Search intention | Sport sponsorship | Sponsoring | Sponsorship | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Sprache | Sportmarketing | Sports marketing | Markenführung | Brand management | Sport | Sports | Werbung | Advertising | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-09-2023-0842 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015210700