Researchers and practitioners face the dilemma of choosing music therapy (acoustic) or art
therapy (visual) for mental health management. Construal level theory (CLT) resolves this …

Media multitasking has been shown to have negative consequences for ad memory.
However, there may be situations and individuals for which multitasking is not always …

Artificial intelligence (AI) and big data have the potential to promote advancement across
various industries. Sport management and marketing have also significantly transformed …

Purpose–The purpose of this paper is to investigate how simultaneous use of devices such
as personal computers, tablets and smartphones impacts the sponsors that receive brand …

With the rapid development of mobile technologies, gamification has been deployed
pervasively on mobile platforms as an effective marketing tool. In this study, we focus on how …

Brand awareness is frequently cited as a main objective for firms engaging in sponsorship
and is often used as a measurement of sponsorship effectiveness. Meanwhile, sport …

The purpose of this research was to examine the effect of sport video game difficulty and
brand congruity on gamers' brand recall, brand recognition, and attitudes toward the brand …

Purpose The impact of various factors on how TV sports audiences perceive sport event
sponsors' billboards around sports facilities has been the subject of extensive research …

Para construir un conocimiento válido y fiable es fundamental tener una definición precisa
de los conceptos. La coherencia terminológica es esencial para utilizar un marco …

The evolution in advertising has shifted the reliance of advertisers from printed materials to
video advertisements. Globally, various industries especially the cinema industry, have …