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Keywords: Attitude
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Journal Articles
Assessing spectator motivation for the Paralympics: the mediating role of attitude
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2023) 24 (1): 186–202.
Published: 08 September 2022
...Minhong Kim; Jinwoo Park; Youngmin Yoon Purpose The purpose of this study was to examine the influence of para-sport spectator motivation on spectator revisit intentions and the mediating effect of attitude on motivation and revisit intentions. Design/methodology/approach This study...
Journal Articles
The effect of endorsement and congruence on banner ads on sports websites
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2017) 18 (3): 263–280.
Published: 07 August 2017
...Woo-Young Lee; Youngjin Hur; Dae Yeon Kim; Christopher Brigham Purpose The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers’ future intentions (FI). Design...
Journal Articles
Social impact of major sports events perceived by host community
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International Journal of Sports Marketing and Sponsorship (2016) 17 (1): 78–91.
Published: 01 February 2016
... concern.” Taken as a whole, the local residents in Shanghai have a relative positive perception of the impact of major sports events. Four out of six impact factors were significantly predictive of the attitude toward future bidding of major sports events. Originality/value – The existing literature...
