Managing Major Sports Events: Theory and Practice is a complete introduction to the
principles and practical skills that underpin the running and hosting of major sports events …

Das vorliegende Lehrbuch „Sportsponsoring “entstand aus einer Vielzahl von Motiven,
wobei vor allem drei Gründe ausschlaggebend waren: 1) Die bereits vorhandenen …

This paper examines the effects of advertising type and antecedents of attitude towards
advertising in general (AG) on individuals' responses to advertising in a sports broadcast …

When virtual advertising is inserted into a sport broadcast, viewers are simultaneously
exposed to both a sport event and an advertised brand. The purpose of this study was to …

This paper examines the effects of virtual advertising in a sports broadcast setting. We
analyse the conspicuousness of virtual advertising and match the results with explanatory …

The purpose of this study was twofold. First, the researchers compared consumers' attitude
towards four different types of advertising (ie advertising through sport, advertising in …

While eSports broadcasts and advertisers try to target viewers using static virtual in-match
advertising, nearly no research regarding the subject exists. This brief communication …

In this paper, we examined how brand environments and pre-existing attachments create
brand awareness of a new sport team. Using a two-wave panel design, this study used a …

Purpose Visual animation of sponsorship signage has become a frequently used technique
at televised sports with the aim to increase viewer attention. The purpose of this paper is to …

The research topic is Consumers' Attitude towards Online Advertising: The Study on
Informational Responses. Researchers choose this topic to investigate and study the …