Journal of Global Scholars of Marketing Science, Volume 23, Issue 1 (2013)

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Journal of Global Scholars of Marketing Science, Volume 23, Issue 1 (2013)

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Sport Marketing and Media

Introduction

Article
Sport marketing and media research: contributions from the global network of scholars in sport management
Kihan Kim & Jeffrey James
Pages: 1-7
Published online: 16 Jan 2013
First Page PreviewforSport marketing and media research: contributions from the global network of scholars in sport management | Full Text | References | PDF (240.8 KB)
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Original Articles

Article
The effects of variance in perceived message sensation value and optimum stimulation levels on consumer responses to ads promoting violent sports media
Dae Hee Kwak & Stephen R. McDaniel
Pages: 8-22
Published online: 16 Jan 2013
AbstractforThe effects of variance in perceived message sensation value and optimum stimulation levels on consumer responses to ads promoting violent sports media | Full Text | References | PDF (301.3 KB)
  • 269 Views
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Article
Measuring the advertising efficiency of the top US sports advertisers
Natalie Brown & Yunjae Cheong
Pages: 23-40
Published online: 16 Jan 2013
AbstractforMeasuring the advertising efficiency of the top US sports advertisers | Full Text | References | PDF (269.1 KB)
  • 761 Views
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Article
Factors influencing college students' choice of a charity sport event
Doyeon Won, Meungguk Park & Young-joo Lee
Pages: 41-54
Published online: 16 Jan 2013
AbstractforFactors influencing college students' choice of a charity sport event | Full Text | References | PDF (417.3 KB)
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Article
Investigating the moderating role of sport service type and personality on audiences' emotional responses to hedonic vs. cognitive advertisements
Choonghoon Lim, Woo-Young Lee & Paul M. Pedersen
Pages: 55-71
Published online: 16 Jan 2013
AbstractforInvestigating the moderating role of sport service type and personality on audiences' emotional responses to hedonic vs. cognitive advertisements | Full Text | References | PDF (296.3 KB)
  • 457 Views
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Article
The effect of sports event tourism on event attitude and the brand equity of sportswear sponsors
Eunha Chun, Jane Ko, Jieun Lee & Eunju Ko
Pages: 72-91
Published online: 16 Jan 2013
AbstractforThe effect of sports event tourism on event attitude and the brand equity of sportswear sponsors | Full Text | References | PDF (307.6 KB)
  • 998 Views
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Article
Segmenting sport video gamers by motivation: a cluster analysis
Yongjae Kim & Soojin Kim
Pages: 92-108
Published online: 16 Jan 2013
AbstractforSegmenting sport video gamers by motivation: a cluster analysis | Full Text | References | PDF (238.8 KB)
  • 367 Views
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Article
Reaching the audience: new communication technology practices in college sports public relations
Joseph H. Moore & Anne Carlson
Pages: 109-126
Published online: 16 Jan 2013
AbstractforReaching the audience: new communication technology practices in college sports public relations | Full Text | References | PDF (277.6 KB)
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