Attitude toward advertising through sport: A theoretical framework
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.
Volume (Year): 14 (2011)
Issue (Month): 1 (February)
|Contact details of provider:|| Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description|
|Order Information:|| Postal: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/bibliographic|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, University of Chicago Press, vol. 19(1), pages 34-51, June.
- 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, University of Chicago Press, vol. 16(4), pages 433-41, March.
- 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.
- Richins, Marsha L, 1991. " Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, University of Chicago Press, vol. 18(1), pages 71-83, June.
When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:14:y:2011:i:1:p:33-41. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If references are entirely missing, you can add them using this form.