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Keywords: Super bowl
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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...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2007) 9 (1): 28–34.
Published: 01 October 2007
...Iris Mohr In the US, the Super Bowl is annually the nation's highest-rated TV programme and the most watched single-day sporting event. But could the Super Bowl, like other sporting events that traditionally attracted millions of people, fall prey to competition? This case study argues that despite...
