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Virtual advertising in sports events: does it really work?
16 references·4 citing·53 second hop
Virtual advertising in sports events: does it really work? (2011)Virtual advertising in sports events: doe…I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy (2007)I Spy a Sponsor: The Effects …Artificiality: The tension between internal and external validity in economic experiments (2005)Artificiality: The tension be…Assessing the Effectiveness of Sport Sponsorships — An Empirical Examination (2004)Assessing the Effectiveness o…Message Order Effects and Gender Differences in Advertising Persuasion (2003)Message Order Effects and Gen…An international review of sponsorship research: extension and update (2003)An international review of sp…UNDERSTANDING CONSUMERS ATTITUDE TOWARD ADVERTISING (2002)UNDERSTANDING CONSUMERS ATTIT…Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude (2002)Investigating the Effectivene…Understanding sponsorship effects (2001)Understanding sponsorship eff…Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes (2001)Cyberspace Advertising vs. Ot…Experimentation in the 21st Century: The Importance of External Validity (1999)Experimentation in the 21st C…Consumer Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects (1997)Consumer Memory for Televisio…Viewers' Recognition of Brands Placed Within a Film (1996)Viewers' Recognition of Brand…Survey Questions (1986)Survey QuestionsOn the External Validity of Experiments in Consumer Research (1982)On the External Validity of E…Behavioral Learning Theory: Its Relevance to Marketing and Promotions (1981)Behavioral Learning Theory: I…A Paradigm for Developing Better Measures of Marketing Constructs (1979)A Paradigm for Developing Bet…Sponsorship and social justice: brand positioning on diversity and inclusion in sport marketing during the 2020 UEFA European football championship (2023)Sponsorship and social justic…Impacts of game attractiveness and color of message on sport viewers' attention to prosocial message: an eye-tracking study (2022)Impacts of game attractivenes…The role of sports marketing in attracting audiences towards less popular sports (2020)The role of sports marketing …Animation intensity of sponsorship signage (2018)Animation intensity of sponso…A model of image creation and image transfer in event sponsorship (1997)An International Review of Sponsorship Research (1998)Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship (2007)Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions (2013)Sport and social media research: A review (2014)Coefficient Alpha and the Internal Structure of Tests (1951)The Theory of Buyer Behavior (1971)The Nature and Scope of Marketing (1976)Measuring Service Quality: A Reexamination and Extension (1992)Trust and TAM in Online Shopping: An Integrated Model1 (2003)\nThe use of partial least squares path modeling in international marketing (2009)Measuring Consumer Involvement Profiles (1985)Mood States and Consumer Behavior: A Critical Review (1985)The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising (1994)Achieving brand loyalty through sponsorship: the role of fit and self-congruity (2011)Better together? 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References

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  • 2003

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Message Order Effects and Gender Differences in Advertising Persuasion
163 cited
  • 2007I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy148 cited
  • Cited by

    • 2020The role of sports marketing in attracting audiences towards less popular sports21 cited
    • 2018Animation intensity of sponsorship signage12 cited
    • 2023Sponsorship and social justice: brand positioning on diversity and inclusion in sport marketing during the 2020 UEFA European football championship11 cited
    • 2022Impacts of game attractiveness and color of message on sport viewers' attention to prosocial message: an eye-tracking study9 cited