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The Influence of Multimedia Exposure on Purchase Intention of Sponsored Products: The Case of the 2010 FIFA World Cup

Seok Kang, Soonhwan Lee, and Kang-Bon Goo

The current study examined how U.S. soccer fans’ multimedia exposure to the 2010 FIFA World Cup in South Africa and psychological factors affected purchase intention of sponsored products in an integrated model. The model tested the influence of multimedia exposure on attitude toward the sponsored products, important others’ voices, and self-control toward the brands, which could affect purchase intention. In addition, the influence of past experience with the sponsored brands on purchase intention was tested in the model. A self-reported online survey was distributed to two university communities in the U.S. after the 2010 FIFA World Cup. The analysis of 650 responses reported that multimedia exposure did not directly influence purchase intention of sponsored products, but indirectly affected intention through psychological factors (attitude and subjective norm). U.S. audiences of the 2010 FIFA World Cup tended to be affected by value, excitement, emotional feeling, and others’ voice rather than self-controlled determination for purchase intention of sponsored products. The results tested in the integrated model indicate that multimedia exposure to the FIFA World Cup is likely to foster a social facilitation atmosphere which positively influences purchase intention.

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Interview With Sohyun Cho, Two-Time Captain of South Korea’s FIFA Women’s World Cup Team

Kyuhyun Choi, Ju Young Lee, and Alex Gang

match? Cho : It went quite well. The score was 1:1, and in terms of the game content, there was continuous communication among teammates. Especially after conceding a goal, we reviewed the situation and discussed our strategy for the second half. The atmosphere conveyed a strong determination and energy

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Changing the Game: My Career in Collegiate Sports Marketing

Zack P. Pedersen

his career. Dealing with big-time coaches and taking his company public called for a great deal of business savvy, support, and determination. His network and strong principles always seemed to prevail though, as he fought through a merger partner trying to bankrupt his company, rival businesses

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Athlete A

Claudia Benavides-Espinoza

stories is portrayed in Athlete A and reveals their pain, fear, and confusion. The film also reveals the athletes’ astounding courage, their sacrificial love, their determination to heal and stop the continual abuse of any more girls. As is the unfortunate case with most “he-said-she-said” situations

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Passionate About Esports: Esports Players’ Motivation to Participate in and Watch Esports Events

Yong Chae Rhee and Kyungun Kim

Behavior, 117, Article 106671 . 10.1016/j.chb.2020.106671 Csikszentmihalyi , M. ( 1990 ). Flow: The psychology of optimal experience . Harper & Row . Deci , E.L. , & Ryan , R.M. ( 1985 ). The general causality orientations scale: Self-determination in personality . Journal of Research in

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Interview With Anthony Edgar, Former Head of International Olympic Committee Media Operations, Chair of the International Olympic Committee Press Committee

Wei Wei and Changjie Chen

venue, they will want to be in, say, the field hockey venue, they will want to be in a couple of the other venues, but they do not need to be in 35 venues, because Australia is not competing in those 35 venues. So they will make a determination that they will have unilateral coverage in these number of

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A Case Study of Marcus Rashford: The People’s Champion, a “National Treasure,” and an Inspirational Personal Brand

John Vincent, John Harris, John S. Hill, and Melvin Lewis

’s Children , was broadcast. It chronicled his life story and advocacy for child food poverty on BBC One to widespread public acclaim ( Cumming, 2020 ). Character Rashford grew up in a working-class environment and demonstrated that determination, resilience, and a work ethic can overcome adversity to become

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Increasing Sport Fans’ Receptivity to Sustainability Messaging Through the Enhancement of Brand Authenticity

Chanwook Do, Minjung Kim, Brian P. McCullough, Han Soo Kim, and Hyun-Woo Lee

connect to a brand’s past, present, and future, it has been regarded as an important factor in evaluating brands. According to self-determination theory (SDT; Deci & Ryan, 2000 ), when individuals perceive value in their favorite brands, their intrinsic preference for them is enhanced. Perceived brand

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The Supercrip Athlete in Media: Model of Inspiration or Able-Bodied Hegemony?

Danielle Sterba, Jessie N. Stapleton, and Winston Kennedy

because it highlights the rugged determination of athletes with disabilities. Also, Gilbert and Schantz showed that the same sample of athletes saw the model as good for the able-bodied public as it describes athletes with disabilities in a positive light. Others agree that the supercrip model is

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“It Has Changed Completely”: How Local Sports Broadcasters Adapted to No Sports

Kevin Hull and Miles Romney

lockdown. Local sports broadcasters displayed their hard work, determination, and creativity throughout the pandemic; however, the strong performance might also suggest to management that fewer resources, higher expectations, less travel, and smaller departments may not impact viewership numbers. For