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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Yongjae Kim, Seungbum Lee, Jina Hyejin Bang
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DOI:10.17265/2159-5542/2015.08.003
Kutztown University of Pennsylvania, Kutztown, USA University of Akron, Akron, USA et al.
The purpose of this study
is to develop and test a conceptual model of brand attitude formation using
repeated exposure to sport brands in sport video games (SVG); and to examine if
the research model has the same pattern across high and low levels of sport
brand familiarity. Three hundred seventy five (375) undergraduate students,
recruited from two universities in the US, participated in an experiment.
Results from structural equation modeling (SEM) provide empirical evidence that
the repetition of SVG elicits emotional reactions and cognitive evaluations
about sport brands detailed in SVG. This study also confirms that emotional reactions
to unfamiliar brands in SVG are indirectly transferred to brand attitudes
through SVG attitudes. Indirect effects of brand cognition on brand attitudes through SVG attitudes are evident in
high levels of brand familiarity but not in low levels of brand familiarity. The
findings lead to managerial implications for marketers and provide researchers
with empirical data on how future research can explore the unique participatory The purpose of this study
is to develop and test a conceptual model of brand attitude formation using
repeated exposure to sport brands in sport video games (SVG); and to examine if
the research model has the same pattern across high and low levels of sport
brand familiarity. Three hundred seventy five (375) undergraduate students,
recruited from two universities in the US, participated in an experiment.
Results from structural equation modeling (SEM) provide empirical evidence that
the repetition of SVG elicits emotional reactions and cognitive evaluations
about sport brands detailed in SVG. This study also confirms that emotional reactions
to unfamiliar brands in SVG are indirectly transferred to brand attitudes
through SVG attitudes. Indirect effects of brand cognition on brand attitudes through SVG attitudes are evident in
high levels of brand familiarity but not in low levels of brand familiarity. The
findings lead to managerial implications for marketers and provide researchers
with empirical data on how future research can explore the unique participatory
experience of sport consumers in a virtual sport environment.
sport video games (SVG), repeated exposure, sport brands, virtual sport experience
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