Analysing the effects of advertising type and antecedents on attitude towards advertising in sport

Abstract

This paper examines the effects of advertising type and antecedents of attitude towards advertising in general (AG) on individuals' responses to advertising in a sports broadcast setting. Both AG antecedents and advertising type were assessed using Brackett and Carr's (2001) model. Our results indicate that individual responses to advertising vary according to the type of advertising (television commercials, virtual ads by location).

Citation

Bennett, G., Ferreira, M., Tsuji, Y., Siders, R. and Cianfrone, B. (2006), "Analysing the effects of advertising type and antecedents on attitude towards advertising in sport", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 1, pp. 56-75. https://doi.org/10.1108/IJSMS-08-01-2006-B008