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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

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