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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

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

Examining the use of professional sport teams as a brand extension strategy in Korean professional baseball

Walsh, Patrick; Hwang, Hansol; Lim, Choong Hoon; … - In: Sport marketing quarterly : preferred journal of the … 24 (2015) 4, pp. 214-224

Persistent link: https://www.econbiz.de/10011415225

The marketing of an international match in Asia : the effects of sport commentary and nationalistic sentiments on framing, priming, and consumer behavior

Lee, Minkyo; Lim, Choong Hoon; Yeo, In-Sung; Pedersen, … - In: Sport marketing quarterly : preferred journal of the … 24 (2015) 4, pp. 235-245

Persistent link: https://www.econbiz.de/10011415240

Differences in event brand personality between social media users and non-users

Walsh, Patrick; Clavio, Galen; Lovell, M. David; … - In: Sport marketing quarterly : preferred journal of the … 22 (2013) 4, pp. 214-223

Persistent link: https://www.econbiz.de/10010257028

Special issue: Sport communication

Pedersen, Paul M. (contributor) - 2007

Persistent link: https://www.econbiz.de/10003433827

Communicating with consumers through video games: an analysis of brand development within the video gaming segment of the sports industry

Clavio, Galen; Kraft, Patrick M.; Pedersen, Paul M. - In: International Journal of Sports Marketing and Sponsorship 10 (2009) 2, pp. 39-52

The PGA Tour/Tiger Woods golf series was examined for brand and product placement and found to have 2,100 identifiable brand images, with all but one occurring in the final three years. Brands appearing most frequently included Oakley, Nike, adidas, TW Nike and Tag Heuer. By product category,...

Persistent link: https://www.econbiz.de/10014811624

Sport communication, endorsement, and Return On Investment: a content analysis of the coverage of Tiger Woods in ESPN The Magazine

Pedersen, Paul M.; Kraft, Patrick M.; Drane, Dan; … - In: International journal of sport management and marketing … 6 (2009) 1, pp. 17-34

Persistent link: https://www.econbiz.de/10003862966

The juxtaposition of sport and communication: defining the field of sport communication

Pedersen, Paul M.; Laucella, Pamela C.; Miloch, Kimberly S. - In: International journal of sport management and marketing … 2 (2007) 3, pp. 193-207

Persistent link: https://www.econbiz.de/10003433832

Analysing the print media coverage of professional tennis players: British newspaper narratives about female competitors in the Wimbledon Championships

Vincent, John; Pedersen, Paul M.; Whisenant, Warren A.; … - In: International journal of sport management and marketing … 2 (2007) 3, pp. 281-300

Persistent link: https://www.econbiz.de/10003433874