Sport tourists have the potential to create a significant impact on the development of regional
economy and tourism. Especially, satellite fans who enthusiastically support foreign-based …

This study explores how factors of perceived authenticity (including continuity, integrity, and
credibility) and sponsorship congruence impact attitudes toward sponsors and subsequent …

The application of neurophysiological techniques to marketing and consumer research has
seen tremendous growth in recent years. To provide a comprehensive overview of …

In this study, International Affective Picture System (IAPS) were used to evoke fear and
neutral stimuli using EMOTIV EPOC EEG recognition system (n= 15). During the …

Online medical service robots (OMSRs) are becoming increasingly important in the medical
industry, and their design has become a highly focused issue. This study investigated the …

While player–video game interaction appears to affect older adults in gaming, there is
limited knowledge regarding the cognitive demands associated with the anticipation of …

Purpose Niche sports such as women's professional sport leagues face many challenges to
developing and expanding their fan base. Understanding sport fans, segmenting consumer …

This study investigated the sport sponsorship effects by applying the traditional response
hierarchy models. Measured by a neuromarketing technique (ie, electroencephalogram …

Voice interfaces are increasingly popular in games, with players' emotional expressions
rapidly and continuously changing during game-play. Thus, to adapt and customise player …

Virtual reality (VR) has emerged as a powerful marketing tool by eliciting novel and
enjoyable consumer experiences. To help shape the future of sport advertisements and …