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Record identifier : 567585
Personal Name - Primary Intelectual Responsibility : Pyun, Do Young
Title and statement of responsibility : The proposed model of attitude toward advertising through sport [Thesis]
Publication, Distribution,Etc. : The Florida State University,, 2006
Language of the Item : eng
Dissertation of thesis details and type of degree : Ph.D.
Body granting the degree : , The Florida State University,
Summary or Abstract : 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..
Topical Name Used as Subject : Physical education, Marketing, Recreation
Information of biblio record : TL
 
 
 
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