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Keywords: Ad likability
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2022) 23 (4): 841–854.
Published: 28 April 2022
...Dan Li; Nicholas Masafumi Watanabe Purpose This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect. Design/methodology/approach This study used a quasi-experiment method to test...
