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Khalid Ballouli

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Gregg Bennett, Khalid Ballouli and Jason Sosa

The purpose of this investigation was to assess the effectiveness of a sport management student exchange program. During a summer semester, Wilson University1 faculty hosted a 39-day exchange and study tour made possible due to funding from the U.S. Department of State’s Fusion Arts Exchange program. The theme of the program, the American Sports Brand, was based on an original model focused on creating a deeper understanding of U.S. society, culture, and values among a multinational group of students through an intensive study of the formation, development, and business practices of the American Sports Brand. Participants included 15 international students and five American undergraduate students. A mixed methodological framework was used to examine student learning, perceptions, and experiences. Findings indicate that the exchange was perceived as “sometimes good, sometimes not so good” by the participants. Implications of the findings and suggestions for future research are discussed.

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Yongjin Hwang, Khalid Ballouli, Kevin So and Bob Heere

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 using a controlled experimental design. A total of 116 participants were recruited to play an interactive sport video game and randomly assigned to one of two game difficulty conditions (easy vs. hard). They were then asked to respond to questions concerning the brands featured in the in-game advertisements. The procedure entailed a pretest survey, main experiment, and posttest survey. Data analysis was conducted through use of McNemar’s test, repeated measures analysis of covariance, and binary logistic regression. Findings revealed significant effects for game difficulty and brand congruity on brand recognition (but not brand recall) and attitudes toward the brand. This study contributes to the growing body of literature that suggests video game settings and brand placement are key considerations for achieving desired advertising results.