The impact of brand-event fit in virtual advertising on sport television viewers’ brand attitudes
Year of publication: |
2018
|
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Authors: | Park, Sangchul ; Inoue, Yuhei |
Published in: |
Sport marketing quarterly : preferred journal of the Sport Marketing Association. - Morgantown, W Va. : Fitness Information Technology Inc., ISSN 1061-6934, ZDB-ID 1180282-0. - Vol. 27.2018, 4, p. 250-263
|
Subject: | brand attitude | event suspense | perceived fit | sport viewer confusion | virtual advertising | Niederlande | Netherlands | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Fernsehwerbung | Television advertising | Sportmarketing | Sports marketing | Online-Marketing | Internet marketing | Markenimage | Brand image | Sport | Sports | Mediennutzung | Media usage | Sportveranstaltung | Sport event |
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