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Beth A. Cianfrone and James J. Zhang

Sport video games (SVGs) are a highly consumed media source among 18- to 34-yr-old sport consumers. Many corporations have become advertisers or sponsors of SVGs to reach this consumer segment. This case study examined the systematic relationships among SVG motives, consumption levels, and sponsorship effectiveness. Research participants (N = 213) were SVG gamers who responded to a survey. The proposed hierarchical relationships were tested in a structural model analysis to determine the effectiveness of SVGs. The fit indices showed that the model fit the data well, indicating that, sequentially, SVG motivations influenced game play frequency, awareness of sponsoring brands in SVGs, attitude toward the sponsoring brands, and future purchase intentions of sponsoring products. Researchers and practitioners may consider applying SVG motivational factors to enhance SVG play frequency so as to enhance the awareness of and attitude toward sponsoring brands, which would in turn promote behavioral intentions for consuming the sponsoring brands.

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Do Young Pyun and Jeffrey D. James

A challenge with advertising communications is to better understand beliefs driving people’s attitude toward advertising. Successful use of sport communication requires a better understanding of the beliefs composing attitudes toward advertising through sport. A 4-phase study was conducted to develop a scale measuring 7 belief dimensions as indicants of attitude toward advertising through sport. Phase 1 (N = 125) provided an initial test of the proposed instrument. Phase 2 (N = 215) included an assessment of the revised scale based on internal-consistency tests and exploratory factor analysis. In Phase 3 (N = 424) the scale’s reliability and validity were verified using confirmatory factor analysis. In Phase 4 (N = 263) the internal consistency and factor structure of the scale were reexamined. The combined results provide support for the conceptualization and measurement of the belief dimensions for future investigation of the relationships between beliefs about and attitude toward advertising through sport.

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David K. Stotlar and David A. Johnson

This study investigated the effectiveness of stadium advertising on sports spectators in selected NCAA Division I football and basketball programs, utilizing intermediate measures and recognition testing techniques. Research questions included whether sport spectators would recognize the presence of stadium advertising and could identify all of it. The factors of age, income level, seat location, number of games attended, and location of stadium advertising were analyzed as to their effects on spectator recognition. Based on the findings of this research, sport facilities have been shown to be an ideal medium for products that appeal to sport spectators. A majority of spectators noticed advertising, and approximately 7 out of 10 correctly identified it. Advertising locations that were “part of the game” were shown to be more effective than those on the scoreboards. Results of this study demonstrated that stadium advertising effectiveness can be assessed and that it provides the sponsors with an effective means for reaching sport spectators.

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.3.312 Case Study The Impact of Gamer Motives, Consumption, and In-Game Advertising Effectiveness: A Case Study of Football Sport Video Games Beth A. Cianfrone * James J. Zhang * 9 2013 6 3 325 347 10.1123/ijsc.6.3.325 Gender and Predictors of Multiplatform Media Uses: A Case Study of the Super Bowl Roger

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Yongjin Hwang, Khalid Ballouli, Kevin So and Bob Heere

, there is a lack of research on the effects of peripheral IGA. Furthermore, because IGA is most frequently featured as virtual billboards ( King et al., 2010 ), studies about how peripheral IGA affects consumer behavior and advertising effectiveness are warranted. We also examined whether brand congruity

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T. Christopher Greenwell, Jason M. Simmons, Meg Hancock, Megan Shreffler and Dustin Thorn

.E. ( 1986 ). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations . Journal of Marketing Research, 23 , 130 – 143 . doi:10.2307/3151660 10.1177/002224378602300205 Marmon , E. ( 2015 , April 19 ). How David Stern’s dress code transformed

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Andrew C. Billings, Melvin Lewis, Kenon A. Brown and Qingru Xu

integration of social capital and social cognitive theories . Decision Support Systems, 42 ( 3 ), 1872 – 1888 . doi:10.1016/j.dss.2006.04.001 10.1016/j.dss.2006.04.001 Choi , Y.K. , Miracle , G.E. , & Biocca , F. ( 2001 ). The effects of anthropomorphic agents on advertising effectiveness and the

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Yonghwan Chang

sponsor–sponsee similarity . Journal of the Academy of Marketing Science, 42 , 490 – 510 . doi:10.1007/s11747-014-0373-x 10.1007/s11747-014-0373-x Petty , R.E. , Cacioppo , J.T. , & Schumann , D.W. ( 1983 ). Central and peripheral route to advertising effectiveness: The moderating role of

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Timothy C. Howle, James A. Dimmock, Nikos Ntoumanis, Nikos L.D. Chatzisarantis, Cassandra Sparks and Ben Jackson

’s portrayals in advertisements . European Journal of Social Psychology, 42 , 219 – 226 . doi:10.1002/ejsp.v42.2 10.1002/ejsp.868 Infanger , M. , & Sczesny , S. ( 2015 ). Communion-over-agency effects on advertising effectiveness . International Journal of Advertising, 34 , 285 – 306 . doi:10

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Yonghwan Chang, Yong Jae Ko and Brad D. Carlson

.1016/j.jcps.2009.05.006 Petty , R.E. , Cacioppo , J.T. , & Schumann , D. ( 1983 ). Central and peripheral routes to advertising effectiveness: The moderating role of involvement . Journal of Consumer Research, 10 , 135 – 146 . doi:10.1086/208954 10.1086/208954 Poels , K. , & Dewitte , S