The purpose of this study is to develop and test a conceptual model of brand attitude formation using repeated exposure to sport brands in sport video games (SVG); and to examine if the research model has the same pattern across high and low levels of sport brand familiarity. Three hundred seventy five (375) undergraduate students, recruited from two universities in the US, participated in an experiment. Results from structural equation modeling (SEM) provide empirical evidence that the repetition of SVG elic…
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