...Shang-Chun Ma; Hung Yi; Chia-Liang Tsai; Wooyoung (William) Jang; Kevin Byon Purpose This study aimed to explore effective advertisement placements for sponsors of professional esports matches. Various factors pertaining to esports event broadcasting screens, such as advertisement placements (e.g...

...Collin A. Webster; Michael Sollitto; Lon Seiger Purpose The Super Bowl is the largest sporting event in the United States with vast reach for commercial advertising. Super Bowl commercials are a cultural phenomenon that has attracted investigative attention owing to their powerful place...

... increases, VR advertising is gradually attracting the attention of advertisers. However, there is limited research on what situations are more suitable for VR advertising compared to traditional advertising forms in promoting people’s sport interest. This study aims to compare the influence of experiential...

...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...

... to generate capital and have minimal sponsorship backing due to small participation and viewership rates compared to “major sports”. By understanding how source attractiveness and source credibility work in the context of a minority sport such as hockey, more effective advertising towards target audiences can...

... promotions or advertisements of their brands. Originality/value This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports...

... extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets. Design/methodology/approach A total of 200 amateur badminton players participated in this study. These participants were randomly...

... the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (n = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability. Findings The findings indicate...

...Do Young Pyun; Heetae Cho; Ho Keat Leng Purpose While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance...

... in two product categories (airlines and beer) testing for differences in brand attitude, customer-based brand equity and word-of-mouth (WOM), and testing moderating effects of advertisement creativity and sponsorship recognition. Findings Drawing on a field-experimental study on the occasion...

...David Allan; Stephanie A. Tryce Purpose The purpose of this paper is to quantify and qualify the commercials in the Super Bowl. Design/methodology/approach This study is a content analysis of the placement of popular music in Super Bowl advertisements over a ten-year period (2005-2014...

...Yongjae Kim; Kitae Yim; Yong Jae Ko This study develops and tests a theoretical research model delineating the relationships between consumers' patriotism and their response to patriotic advertising and the advertised brand, and examines if the research model has the same pattern across different...

...Andrey G. Mikhailitchenko; Dennis H. Tootelian; Galina N. Mikhailitchenko The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy...

...Andrey G. Mikhailitchenko; Dennis H. Tootelian; Galina N. Mikhailitchenko The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy...

... and a constant-sum scale to help brand managers, player agents and advertising practitioners select good celebrity athlete-product fit. Four New Zealand athletes (two males and two females) and several products were included in the test. Results show that the female celebrity athletes outperformed their male...

...Jan Charbonneau; Ron Garland Substantial literature exists researching effective celebrity endorser characteristics, and a growing body of literature investigates the specifics of professional athlete endorsements. However, there has been little focus on selection from the advertising...

...Mark R. Lyberger; Larry McCarthy The Consumer Perception Index (CPI) was utilized to measure consumer perceptions surrounding the 1998 and 2000 Super Bowls specific to volume consumption, and perceptions toward sponsorship, advertising, commercialization, and purchase behavior. Results of t-tests...

... that the sponsorship medium is still fundamentally valid. William Fenton Keywords: sponsorship, rights fees, advertising, sports marketing, television William Fenton, Sports Marketing Surveys Ltd incorporating SRi, The Courtyard, Wisley, Surrey GU23 6QL Tel: +44 (0) 1932 350600 Fax: +44 (0) 1932 350375 e...

... that emerge when global sport-advertising campaigns are released within local cultural settings. The purpose of the paper is to move beyond the “think global, act local” adage by examining the politics and contradictions associated with local regulatory control of global sport advertisements in a specific...