How does advertising through sport work? Evidence from college students in Singapore

초록

The purpose of this study was twofold. First, the researchers compared consumers' attitude towards four different types of advertising (i.e. advertising through sport, advertising in general, television commercials and online advertising) to see if advertising through sport was perceived as a more positive way of advertising than other types of advertising. Second, the researchers attempted to pinpoint which advertising beliefs influenced consumers' attitude towards advertising through sport. In Phase 1 (N = 263), paired-sample t-tests revealed that the respondents' attitude towards advertising through sport was significantly more positive than their attitudes towards advertising in general, television commercials and online advertising. Next, with data-set 2 (n = 210), the proposed relationships between beliefs and attitude were tested using structural equation modelling (SEM). The SEM revealed that two beliefs of product information and hedonism/pleasure significantly influenced attitude towards advertising through sport. The findings of the study provide an insightful foundation for understanding the development of consumers' attitude towards advertising through sport and guide practical implications for marketing and advertising practices.

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