Attitude toward advertising through sport: A theoretical framework

Abstract

An important goal of advertising is designing effective campaigns that foster favorable attitudes toward a product. Attitude toward a product is influenced by one's attitude toward an advertisement. Previous research examining attitude toward advertising in general and in specific mediums (e.g., TV and online) has found that consumers’ attitudes toward advertising have become increasingly negative. The researchers propose that sport is one advertising platform that may be utilized to foster positive attitudes toward advertising. A conceptual framework of attitude toward advertising through sport derived from the phenomenon of attitude toward advertising in general and in specific mediums is introduced. The proposed model includes antecedents (beliefs), a consequence (attitude toward the ad), and attitude toward sport as a moderator of the relationship between beliefs about and attitude toward advertising through sport.

Keywords:

• Attitude toward advertising through sport
• Beliefs about advertising through sport
• Attitude toward the AD
• Attitude toward sport