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When attending or watching sporting events, amateur or professional, people are exposed to a variety of advertising. People form attitudes toward advertising that influence their decision making processes to purchase a particular advertiser's product. The current study examines a new construct, attitude toward advertising through sport, derived from Pollay and Mittal's (1993) model of attitude toward advertising in general. Through an exploratory investigation a scale to measure attitude toward advertising through sport is tested. The preliminary results from several stages provide support for the conceptualization and measurement of the belief dimensions proposed to influence attitudes toward advertising through sport. The assessments of the structural equation model reveal that respondents' perceived beliefs of product information and hedonism/pleasure about advertising through sport play significant roles in accounting for their overall attitude toward advertising through sport.
Advertising through Sport, Attitude, Belief, Scale Development
Date of Defense
Date of Defense: February 27, 2006.
Submitted Note
A Dissertation submitted to the Department of Sport Management, Recreation Management, and Physical Education in partial fulfillment of the requirements for the degree of Doctor of Philosophy.
Bibliography Note
Includes bibliographical references.
Publisher
Florida State University
Identifier
FSU_migr_etd-0637
Pyun, D. Y. (2006). The Proposed Model of Attitude Toward Advertising Through Sport. Retrieved from http://purl.flvc.org/fsu/fd/FSU_migr_etd-0637
