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Journal of Global Scholars of Marketing Science Volume 23, 2013 - Issue 1: Sport Marketing and Media
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Original Articles

Investigating the moderating role of sport service type and personality on audiences' emotional responses to hedonic vs. cognitive advertisements

观众对享乐型广告的情感反应：体育服务类型和特质的调节作用

Choonghoon Lim Department of Kinesiology, Indiana University, Bloomington, USA
,
Woo-Young Lee Department of Nutrition & Kinesiology, University of Central Missouri, Warrensburg, USACorrespondence[email protected]
&
Paul M. Pedersen Department of Kinesiology, Indiana University, Bloomington, USA
Pages 55-71 | Received 10 Aug 2011, Accepted 01 May 2012, Published online: 16 Jan 2013

Citations (6)

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Read on this site (3)

Heeyoung Yoon, Dae Ryun Chang & Kyoungmi Lee. (2014) It has to be ME (not YOU): the role of competitive message on the effectiveness of sales promotion. Journal of Global Scholars of Marketing Science 24:3, pages 339-349.
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Julie Z. Sneath, Russell Lacey & Pamela A. Kennett-Hensel. (2014) Chronic negative circumstances and compulsive buying: consumer vulnerability after a natural disaster. Journal of Global Scholars of Marketing Science 24:2, pages 129-147.
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Kihan Kim & Jeffrey James. (2013) Sport marketing and media research: contributions from the global network of scholars in sport management. Journal of Global Scholars of Marketing Science 23:1, pages 1-7.
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Articles from other publishers (3)

José-Miguel Pina. (2022) Análisis de las comunicaciones en Twitter de las Fuerzas Armadas y Cuerpos de Seguridad: un modelo empírico. El Profesional de la información.
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Mojtaba Ghasemi Siani, Sardar Mohammadi, Mohammad Soltan Hosseini & Geoff Dickson. (2021) Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender. International Journal of Sports Marketing and Sponsorship 22:4, pages 798-815.
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Sanghak Lee & Young Ik Suh. (2020) The severity of a sports-related accident and sponsorship effects: focusing on the fear appeal theory. International Journal of Sports Marketing and Sponsorship 22:2, pages 293-311.
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