Purpose: The purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We investigated how consumers' exposure to background music affects emotional arousal, attention, brand attitude and...

How does augmented reality affect consumers’ online purchase intentions? Drawing on media richness theory and construal level theory, the authors hypothesized augmented reality should improve consumers’ perceptions of diagnosticity, psychological distance, risks, and purchase intention...

Purpose: The purpose of this paper is to examine the impact of perceived environmental quality of the stadium on fans’ future intentions to attend a game by highlighting the moderating effect of team loyalty. Design/methodology/approach: Using latent moderated structural equations modeling,...

Purpose: The purpose of this study was to investigate the complexity of how spectators' multiple identities influence their behavioral intention. Specifically, the authors examined the effects of spectators' place identification, team identification and an interaction effect on attendance...

Purpose: In highlighting brain wave responses of emotional processing, the purpose of this study is to investigate (1) the effect of sport participation involvement on affective reaction in viewing photos; and (2) the association between affective reaction and behavioral intentions....