Journals Sport Marketing Quarterly, Volume 27, 2018, Issue 4 June 22, 2019 0 Guest Editor’s Introduction: Experimental Research in Sport Consumer Behavior Yong Jae Ko and Joon Sung Lee The Effectiveness of Advertising Embedded in Televised Sport Programming: How Team Performance Influences de Formation Minkyo Lee, Robert F. Potter, Choong Hoon Lim and Paul M. Pedersen From BIRFing to BIRGing: A 10-Year Study of the Psychology of Cubs Fans Jonathan A. Jensen, T. Christopher Greenwell, Cori Coleman, Matt Stitsinger and Damon Andrew The Impact of Brand-Event Fit in Virtual Advertising on Sport Television Viewers’ Brand Attitudes Sangchul Park and Yuhei Inou The Impact of Gender Expression on Female Athlete Endorser Effectiveness Heidi M. Parker, Michael T. Mudrick and Janet S. Fink Types of Brand Transgressions and Consumers’ Moral Reasoning Strategies on an Endorser Youngjin Hur, Choong Hoon Lim, Dong-Chun Won and Sun-Yong Kwon Share this:TweetEmailPrintMoreBlueskyRedditShare on TumblrPocketTelegramWhatsApp
