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Attitude toward advertising through sport: A theoretical framework

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  • Do Young Pyun
  • Jeffrey D. James

Abstract

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

  • Do Young Pyun & Jeffrey D. James, 2011. "Attitude toward advertising through sport: A theoretical framework," Sport Management Review, Taylor & Francis Journals, vol. 14(1), pages 33-41, January.
    • Handle: RePEc:taf:rsmrxx:v:14:y:2011:i:1:p:33-41
    DOI: 10.1016/j.smr.2009.12.002
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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, 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.
    3. Gianluca Gionfriddo & Francesco Rizzi & Tiberio Daddi & Fabio Iraldo, 2023. "The impact of green marketing on collective behaviour: Experimental evidence from the sports industry," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5349-5367, December.

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