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Investigating the moderating role of sport service type and personality on audiences' emotional responses to hedonic vs. cognitive advertisement
Lim, Choong Hoon; Yi, U-yŏng; Pedersen, Paul M. - In: Journal of global scholars of marketing science : … 23 (2013) 1, pp. 55-71
Persistent link: https://www.econbiz.de/10010406124
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The effectiveness of advertising embedded in televised sport programming : how team performance influences attitude formation
Lee, Minkyo; Potter, Robert F.; Lim, Choong Hoon; … - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 4, pp. 221-235
Persistent link: https://www.econbiz.de/10012000628
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The effects of emotions on cognitive effort while processing mediated stadium-embedded advertising : a dynamic motivational systems approach
Lee, Minkyo; Potter, Robert F.; Pedersen, Paul M. - In: European Sport management quarterly : ESMQ 19 (2019) 5, pp. 605-624
Persistent link: https://www.econbiz.de/10012177444