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1-3 of 3
Keywords: Effectiveness
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Journal Articles
Generative A.I. in sport advertising: effects of source-message (in)congruence, model types and A.I. awareness
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2025) 26 (4): 670–693.
Published: 14 January 2025
...J. Lucy Lee; Si Hoon Choi; Suzy Jeong; Namho Ko Purpose The purpose of the study was to investigate the effects of artificial intelligence (A.I.) awareness, advertisement models and source-message incongruence on consumer evaluations of A.I.-generated advertisements. It explores how these factors...
Journal Articles
The effectiveness of multiple brand portfolios: the role of directional dominance and brand interference on brand evaluation
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2020) 21 (2): 285–303.
Published: 09 April 2020
... portfolios with multiple brands. In this regard, separately examining a single perspective of endorsement or sponsorship portfolio would not fully depict the phenomenon and its effectiveness. Therefore, it was necessary to examine consumer perception within the complicated net-like networks or portfolios...
Journal Articles
Measuring the Impact of Sponsorship
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International Journal of Sports Marketing and Sponsorship (1999) 1 (3): 72–77.
Published: 01 September 1999
...Martin Horn; Karen Baker 01 07 1999 © 1999 by Winthrop Publications Limited 1999 licensed reuse rights only Event Marketing Sponsorship Measurement Effectiveness Measuring the Impact of Sponsorship Keywords: Event Marketing, Sponsorship, Measurement, Effectiveness...
