Understanding of Singaporean consumers' attitude toward advertising through sport

Abstract

The purpose of this study was twofold. One was to compare consumers’ attitude toward advertising through sport with their attitudes toward advertising in general, television commercials, and online advertising. The other was to test a structural model to ascertain which advertising beliefs influenced consumers’ attitude toward advertising through sport. Two data collections from Singapore consumers were conducted for the current study. The results provide insightful information to understand the effectiveness of communication processes in advertising through sport.