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http://dx.doi.org/10.5762/KAIS.2015.16.4.2520

The Effects of Sports Game Outcomes on Spectators' Ad Recall and the Moderating Role of Suspense  

Yoon, Sung-Wook (Dept. of Business Administration, Dong-A University)
Shin, Seongyeon (Dept. of Business Administration, Dong-A University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.16, no.4, 2015 , pp. 2520-2526 More about this Journal
Abstract
This study investigated the effects of sports game outcomes on spectators' Ad recall, and the sports game induced suspense was also investigated for its moderating effects between the variables. On the day after the 2012 London Olympic soccer games, university students (N=257) from the Busan area completed questionnaires and MANOVA was utilized for data analysis. Results of this study revealed that outcome of sports game have significant effects on recall of both brand name and contents which aired during a halftime break. In addition, significant moderating effects of sports game induced suspense were found on brand name and contents recall. Based on the results, some suggestions for marketing practitioners are discussed and future research directions are outlined.
Keywords
Ad recall; Game outcomes; Suspense; Olympic games;
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