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Original Article

Attitude toward advertising through sport: A theoretical framework

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Pages 33-41 | Received 19 Jan 2009, Accepted 14 Dec 2009, Published online: 29 Jan 2010

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Natasha T. Brison, Thomas A. Baker$suffix/text()$suffix/text(), Kevin K. Byon & Nathaniel J. Evans. (2023) An Interdisciplinary Examination of the Material Effects of Deceptive Sport Beverage Advertisements. Journal of Global Sport Management 8:1, pages 1-22.
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Francesco Raggiotto, Daniele Scarpi & Andrea Moretti. (2020) Advertising on the edge: appeal effectiveness when advertising in extreme sports. International Journal of Advertising 39:5, pages 655-678.
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Minkyo Lee, Robert F. Potter & Paul M. Pedersen. (2019) The effects of emotions on cognitive effort while processing mediated stadium-embedded advertising: A dynamic motivational systems approach. European Sport Management Quarterly 19:5, pages 605-624.
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George B Cunningham & Na Young Ahn. (2019) Moderation in sport management research: room for growth. Measurement in Physical Education and Exercise Science 23:4, pages 301-313.
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Do Young Pyun, HyungilH. Kwon, Tae Jun Chon & Jin Wook Han. (2012) How does advertising through sport work? Evidence from college students in Singapore. European Sport Management Quarterly 12:1, pages 43-63.
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Gianluca Gionfriddo, Francesco Rizzi, Tiberio Daddi & Fabio Iraldo. (2023) The impact of green marketing on collective behaviour: Experimental evidence from the sports industry. Business Strategy and the Environment 32:8, pages 5349-5367.
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Zühal YURTSIZOĞLU & Hamed GOLMOHAMMADİ. (2023) Investigation of Consumer Awareness Towards Advertising and Brand in Sports Events in The MediaMedyada Yer Alan Spor Etkinliklerinde Tüketicilerin Reklam ve Marka Farkındalıklarının İncelenmesi. Akdeniz Spor Bilimleri Dergisi.
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Dalia Sedky, Wael Kortam & Ehab AbouAish. (2020) The role of sports marketing in attracting audiences towards less popular sports. Journal of Humanities and Applied Social Sciences 4:2, pages 113-131.
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Zahra Aminiroshan, Seyed Morteza Azimzadeh, Mahdi Talebpour & Majid Ghoshuni. (2021) The Effect of Sport Events Environments on Audience Attention to Advertising Using Brain Activity. Annals of Applied Sport Science 9:1, pages 0-0.
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Manuel Alonso Dos Santos, Carlos Pérez Campos & Josep Crespo Hervás. (2020) The effectiveness of advertising alcohol products in sports sponsorship. Psychology & Marketing 37:4, pages 556-563.
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Do Young Pyun, Heetae Cho & Ho Keat Leng. (2020) Applicability of belief measures for advertising to sponsorship in sport. International Journal of Sports Marketing and Sponsorship 21:2, pages 351-369.
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Zahra Aminiroshan, Morteza Azimzade, Mehdi Talebpour & Majid Ghoshuni. (2020) The Effect of Ad Content on Subjects' Attention: An Alpha Band Power Study. The Neuroscience Journal of Shefaye Khatam 8:2, pages 29-38.
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Shaofeng Yuan, Chunhui Huo & Tariq H. Malik. (2019) The negative spillover effect in sports sponsorship. International Journal of Sports Marketing and Sponsorship 20:3, pages 477-494.
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Sara Keshkar, Ian Lawrence, Mark Dodds, Erin Morris, Tara Mahoney, Kevin Heisey, Francesco Addesa, David Hedlund, Geoff Dickson, Hamid Ghasemi, Abdullah Faruq, Michael Naylor & James Santomier, Jr.. (2019) The Role of Culture in Sports Sponsorship: an Update. Annals of Applied Sport Science 7:1, pages 57-81.
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Mohsen Esmaeili & Gholamreza Amani. (2018) The Role of Attitude towards Sports Advertising on Perceived Value and Purchase Intention (Case Study: Customers of Chabahar Free Zone). Research in Sport Management & Motor Behavior 8:16, pages 125-137.
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A. Shafiq, A. Haque, K. Abdullah & M.T. Jan. (2017) Beliefs about Islamic advertising: an exploratory study in Malaysia. Journal of Islamic Marketing 8:3, pages 409-429.
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Woo-Young Lee, Youngjin Hur, Dae Yeon Kim & Christopher Brigham. (2017) The effect of endorsement and congruence on banner ads on sports websites. International Journal of Sports Marketing and Sponsorship 18:3, pages 263-280.
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Nicolas Chanavat, Michel Desbordes & Geoff Dickson. (2016) Sponsorship networks: toward an innovative model. Sport, Business and Management: An International Journal 6:4, pages 424-439.
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Åse Mørkeset & Richard Glavee-Geo. 2016. Offentleg sektor i endring. Offentleg sektor i endring 175 199 .
Hunter Fujak & Stephen Frawley. (2014) The Relationship Between Television Viewership and Advertising Content in Australian Football Broadcasts. Communication & Sport 4:1, pages 82-101.
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Richard Glavee-Geo & Åse Mørkeset. 2016. International Marketing of Higher Education. International Marketing of Higher Education 191 229 .
Wan Chang & I Chang. (2014) The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry. Sustainability 6:12, pages 9205-9217.
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Sophie Lindsay, Samantha Thomas, Sophie Lewis, Kate Westberg, Rob Moodie & Sandra Jones. (2013) Eat, drink and gamble: marketing messages about ‘risky’ products in an Australian major sporting series. BMC Public Health 13:1.
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Davood Feiz, Meysam Fakharyan, Mohammad Reza Jalilvand & Marzieh Hashemi. (2013) Examining the effect of TV advertising appeals on brand attitudes and advertising efforts in Iran. Journal of Islamic Marketing 4:1, pages 101-125.
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