athlete endorsers Archive
Publicity about Athlete Endorsers Affects Responses to Ads via Motivational Activation
Abstract: This research addresses how positive and negative publicity about athlete endorsers influences motivational mechanisms (appetitive and aversive) underlying cognitive and affective processing and evaluation to ads. Participants viewed an ad […]
Brand novelty and publicity about athlete endorsers affect psychological processing of ads
Abstract: Using hierarchy of effects theoretical framework, the present study investigates psychological responses to positive and negative publicity about athlete endorsers. Furthermore, this research addresses the role of brand novelty […]