Investigating Factors Affecting Brand Awareness of Virtual Advertising Academic Article

abstract

• 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.

authors

• Bennett, Gregg

published proceedings

• JOURNAL OF SPORT MANAGEMENT

author list (cited authors)

• Tsuji, Y., Bennett, G., & Leigh, J. H.

citation count

• 35

complete list of authors

• Tsuji, Yosuke||Bennett, Gregg||Leigh, James H

publication date

• January 2009

publisher

• Human Kinetics  Publisher

published in

• Journal of Sport Management  Journal

keywords

• Clinical Research

Digital Object Identifier (DOI)

• 10.1123/jsm.23.4.511

start page

• 511

end page

• 544

volume

• 23

issue

• 4

URL

• http://dx.doi.org/10.1123/jsm.23.4.511