Proposed Model of Attitude Toward Advertising Through Sport

摘要: When attending or watching sporting events, amateur professional, people are exposed to a variety of advertising. People form attitudes toward advertising that influence their decision making processes purchase particular advertiser’s product. The current study examines new construct, attitude through sport, derived from Pollay and Mittal’s (1993) model in general. Through an exploratory investigation scale measure sport is tested. preliminary results several stages provide support for the conceptualization measurement belief dimensions proposed sport. assessments structural equation reveal respondents’ perceived beliefs product information hedonism/pleasure about play significant roles accounting overall