Abstract
Abstract This study investigated the effects of sports game outcomes on spectators’ Ad recall, and the sports gameinduced 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 significanteffects 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 theresults, some suggestions for marketing practitioners are discussed and future research directions are outlined. Key Words : Ad recall, Game outcomes, Suspense, Olympic games 본 논문은 동아대학교 학술연구비 지원에 의하여 연구되었음.*Corresponding Author : Seongyeon Shin(Dong-A Univ.)Tel: +82-51-200-7489 email: daus@naver.com Received November 19, 2014Accepted April 9, 2015 Revised (1st March 20, 2015, 2nd March 31, 2015) Published April 30, 2015
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