Investigating Factors Affecting Brand Awareness of Virtual Advertising Academic Article uri icon

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.

published proceedings

  • Journal of Sport Management

author list (cited authors)

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

citation count

  • 34

complete list of authors

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

publication date

  • July 2009