The U.S. Sport Industry

Burton, Rick

doi:10.1108/978-1-78743-563-620171007

Sport Business in Leading Economies 2017

DOI: 10.1108/978-1-78743-563-620171007

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The U.S. Sport Industry

Rick Burton¹

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Cited by 2 publications

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“…The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/1464-6668.htm advertising (Burton, 2017). Advertising is an important communication tool, especially for companies whose products and services are offered in international markets (Keshari and Jain, 2016) and plays an important role in the increase of individuals' conceptual understanding of brands (Young et al, 2019).…”

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confidence: 99%

Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender

Siani

Mohammadi²,

Hosseini

et al. 2021

IJSMS

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PurposeThe purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined.Design/methodology/approachThe study utilized a 2 (advertising appeal: emotional vs rational) ×2 (gender: male vs female)×2 (sport product type: utilitarian vs hedonic) research design. Data were collected from 160 sport product users. The collected data were analyzed using three-way analysis of variance (ANOVA).FindingsThe results indicated that emotional advertising has a greater impact on the attitude toward advertising and the intention to purchase sports products. The results also revealed that rational advertising appeals have more impact for utilitarian sports products and that emotional advertising appeals are more effective for hedonic sports products. However, there were no significant effects for gender as a moderating variable.Originality/valueThis is the first study to examine responses to rational and emotional appeals in sports product advertisements.

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confidence: 99%

Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender

Siani

Mohammadi²,

Hosseini

et al. 2021

IJSMS

View full text Add to dashboard Cite

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Government policy responses to Covid-19 in sport: a comparative study of China, Russia, Saudi Arabia, UK and the USA

Girginov

Chen

Alhakami

et al. 2023

International Journal of Sport Policy and Politics

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The U.S. Sport Industry

Cited by 2 publications

References 1 publication

Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender

Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender

Government policy responses to Covid-19 in sport: a comparative study of China, Russia, Saudi Arabia, UK and the USA

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