Bennett, Gregg; Ferreira, Mauricio; Tsuji, Yosuke; … - In: International Journal of Sports Marketing and Sponsorship 8 (2006) 1, pp. 56-75
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...