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Does the Game Matter? Analyzing Sponsorship Effectiveness and Message Personalization in Sport Live Broadcasts
16 references·0 citing·52 second hop
Does the Game Matter? Analyzing Sponsorship Effectiveness and Message Personalization in Sport Live Broadcasts (2023)Does the Game Matter? 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References

  • 1994The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising1,729 cited
  • 1993Sports fans: Measuring degree of identification with their team.1,063 cited
  • 2013Journal of the Academy of Marketing Science515 cited
  • 2006Selective preference in visual fixation away from negative images in old age? An eye-tracking study.431 cited
  • 2007Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention423 cited
  • 2002Outcome uncertainty and attendance demand in sport: the case of English soccer318 cited
  • 2001Sponsorship and recall of sponsors207 cited
  • 2019Sponsorship-linked marketing: research surpluses and shortages194 cited
  • 2018Psychology and marketing137 cited
  • 2012The Viewer’s Reception and Processing of Sponsorship Information in Sport Telecasts125 cited
  • 2001Psychology and Marketing123 cited
  • 2014Factors Influencing Sponsorship Effectiveness: A Meta-Analytic Review and Research Synthesis120 cited
  • 2009Sports Spectators' Suspense: Affect and Uncertainty in Sports Entertainment119 cited
  • 2013Measuring Sponsorship Performance: Challenge and Direction118 cited
  • 2019Less “Sponsorship As Advertising” and More Sponsorship-Linked Marketing As Authentic Engagement

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112 cited
  • 2014The Impact of Color and Animation on Sports Viewers’ Attention to Televised Sponsorship Signage69 cited
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