THE EFFECT OF SPORT EVENT ADVERTISING ON BRAND ATTITUDE

机译：体育赛事广告对品牌态度的影响

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To increase advertising effectiveness, event marketers put substantial effort into the selection of advertising messages used for each target group based on their psychological differences (Ruiz and Sicilia 2004). Previous literature has suggested that both types ofproduct (Vaughn 1980) and consumers' involvement level (Petty, Cacioppo, and, Schumann 1983) being significant variables in the selection of advertising appeals to improve attitude toward the brand (sport event), however insufficient empirical evidence exists to fully understand each condition. Accordingly, the purposes of the current study was to examine the potential moderating effect of consumer's involvement level and sport event type in the formation of sport event attitude.

机译：为了提高广告效果，事件营销人员基于心理差异（Ruiz和Sicilia 2004）为每个目标群体的广告信息进行了大量努力。以前的文献表明，两种类型的产品（Vaughn 1980）和消费者的参与水平（小型，Cacioppo，以及Schumann 1983）在选择广告上诉方面是提高品牌（体育赛事）的态度，但实证不足证据存在完全理解每个条件。因此，目前研究的目的是研究消费者参与水平和体育事件类型在体育事件态度的形成中潜在的调节效果。

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《AMA Summer Educators Conference》|2013年||共2页
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Wonseok Jang; Yong Jae Ko; Songhyun Cho;
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THE EFFECT OF SPORT EVENT ADVERTISING ON BRAND ATTITUDE

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