Investigating Factors Affecting Brand Awareness of Virtual Advertising

Yosuke Tsuji, Gregg Bennett, James H. Leigh
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'
more » ... tive responses. Managerial implications, limitations, and future research are discussed. Brand awareness has been one of the most important components of assessing advertising and sponsorship effectiveness (e.g.
doi:10.1123/jsm.23.4.511 fatcat:r5gdbbtvqfdp7jrh7l3ogcixee