Ahn, Dohyun; Cheong, Yunjae; Kim, Kihan - In: International Journal of Sports Marketing and Sponsorship 14 (2013) 4, pp. 67-83
This study examines a way to enhance the effectiveness of commercials embedded in the telecasts of mega sporting events. We hypothesise that embedded commercials are more likeable when the cues of the commercials match the motivations induced by the telecasts of sports games. Specifically, we...