Ghasemi Siani, Mojtaba; Mohammadi, Sardar; Soltan … - In: International Journal of Sports Marketing and Sponsorship 22 (2021) 4, pp. 798-815
Purpose: The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined. Design/methodology/approach: The study utilized a 2 (advertising appeal: emotional vs rational) ×2...