Original paper
The severity of a sports-related accident and sponsorship effects: focusing on the fear appeal theory
Volume: 22, Issue: 2, Pages: 293 - 311
Published: Jun 1, 2020
Abstract
Purpose This study aims to examine the influence of a sports-related accident and its severity on sponsorship effects, including brand recognition, attitude toward the sponsoring brand and purchase intention. Design/methodology/approach The fear appeal theory and sensation-seeking are applied as a theoretical framework. The research is carried out via an experiment using auto racing video footage and print material that manipulates the severity...
Paper Details
Title
The severity of a sports-related accident and sponsorship effects: focusing on the fear appeal theory
Published Date
Jun 1, 2020
Volume
22
Issue
2
Pages
293 - 311
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Notes
History