SMQ 27.4

Sport Marketing Quarterly, Volume 27, Issue 4, December 2018

ISSN: 1061-6934 (print)

ISSN: 1557-2528 (online)

In this issue:

  • Guest Editor's Introduction: Experimental Research in Sport Consumer Behavior
  • The Effectiveness of Advertising Embedded in Televised Sport Programming: How Team Performance Influences Attitude Formation
  • The Impact of Brand-Event Fit in Virtual Advertising on Sport Television Viewers’ Brand Attitudes
  • From BIRFing to BIRGing: A 10-Year Study of the Psychology of Cubs Fans
  • The Impact of Gender Expression on Female Athlete Endorser Effectiveness
  • Types of Brand Transgressions and Consumers' Moral Reasoning Strategies on an Endorser

Price:

$55.00