The power of perception in sports marketing: How construal level theory scores big in sports events advertising
Date
2023-05
Authors
Xiang, Ling
Major Professor
Su, Ching-Hui (Joan)
Advisor
Committee Member
Brown, Eric
Tsai, Chin-Hsun (Ken)
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Altmetrics
Abstract
Advertising has been identified as an effective way to increase sports tourism’s growth, from economic benefits to cultural interactions. In this case, we are trying to find effective advertisements to better understand how advertising strategies could persuade sports consumers. According to the construal level theory, consumers' evaluations regarding advertisements could be influenced by their psychological distance (e.g, temporal or spatial distances). Then, this creative component examines how construal level theory (CLT) could shape the effectiveness on advertising appeals (rational and emotional) for eliciting sports consumers’ attitudes and participation intentions. Based on previous research efforts, this is an experimental study, and we create a survey to collect data and analyze the results. For the possible findings, this study may provide the knowledge of CLT in advertising appeals for helping the sports and tourism industry. In addition, our study may contribute to sports events or tourism advertising success by providing effective advertising strategies.
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Type
creative component
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Copyright
2023