Investigating Factors Affecting Brand Awareness of Virtual Advertising
| Autor: | Yosuke Tsuji, Gregg Bennett, James H. Leigh |
|---|---|
| Rok vydání: | 2009 |
| Předmět: |
Organizational Behavior and Human Resource Management
Identification (information) Repetition (rhetorical device) Brand awareness General Decision Sciences Physical Therapy Sports Therapy and Rehabilitation Orthopedics and Sports Medicine Advertising Cognition Animation Psychology Affect (psychology) |
| Zdroj: | Scopus-Elsevier |
| ISSN: | 1543-270X 0888-4773 |
| Popis: | The purpose of this study was to investigate factors affecting brand awareness of virtual advertising in sports. Specifically, the study tested the effects of animation, repetition, baseball involvement, and team identification. An experiment using two Latin square designs was conducted to assess the effects of these factors on awareness levels. Results indicated no effect of animation, while effects of repetition, baseball involvement, and team identification were found to affect viewers’ cognitive responses. Managerial implications, limitations, and future research are discussed. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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