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Attitude toward advertising through sport: A theoretical framework


  • Pyun, Do Young
  • James, Jeffrey D.


An important goal of advertising is designing effective campaigns that foster favorable attitudes toward a product. Attitude toward a product is influenced by one's attitude toward an advertisement. Previous research examining attitude toward advertising in general and in specific mediums (e.g., TV and online) has found that consumers' attitudes toward advertising have become increasingly negative. The researchers propose that sport is one advertising platform that may be utilized to foster positive attitudes toward advertising. A conceptual framework of attitude toward advertising through sport derived from the phenomenon of attitude toward advertising in general and in specific mediums is introduced. The proposed model includes antecedents (beliefs), a consequence (attitude toward the ad), and attitude toward sport as a moderator of the relationship between beliefs about and attitude toward advertising through sport.

Suggested Citation

  • Pyun, Do Young & James, Jeffrey D., 2011. "Attitude toward advertising through sport: A theoretical framework," Sport Management Review, Elsevier, vol. 14(1), pages 33-41, February.
  • Handle: RePEc:eee:spomar:v:14:y:2011:i:1:p:33-41

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    References listed on IDEAS

    1. Ford, Gary T & Smith, Darlene B & Swasy, John L, 1990. " Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information," Journal of Consumer Research, Oxford University Press, vol. 16(4), pages 433-441, March.
    2. Richins, Marsha L, 1991. " Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, Oxford University Press, vol. 18(1), pages 71-83, June.
    3. Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 34-51, June.
    4. Yelkur, Rama & Tomkovick, Chuck & Traczyk, Patty, 2004. "Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden," Journal of Advertising Research, Cambridge University Press, vol. 44(01), pages 143-159, March.
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    Cited by:

    1. Wan Yu Chang & I Ying Chang, 2014. "The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry," Sustainability, MDPI, Open Access Journal, vol. 6(12), pages 1-13, December.
    2. Ballouli, Khalid & Heere, Bob, 2015. "Sonic branding in sport: A model for communicating brand identity through musical fit," Sport Management Review, Elsevier, vol. 18(3), pages 321-330.


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