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Investigating Factors Affecting Brand Awareness of Virtual Advertising
2009
Journal of Sport Management
The purpose of this study was to investigate factors affecting brand awareness of virtual advertising in sports. Specifically, the study tested the effects of animation, repetition, baseball involvement, and team identification. An experiment using two Latin square designs was conducted to assess the effects of these factors on awareness levels. Results indicated no effect of animation, while effects of repetition, baseball involvement, and team identification were found to affect viewers'
doi:10.1123/jsm.23.4.511
fatcat:r5gdbbtvqfdp7jrh7l3ogcixee