How a Sensational Event Influences Sponsorship Effects: Applying Neuromarketing by Sanghak Lee, Yong Jin Hyun, Byungho Park, Kitae Kim, Ye Yun Kwun

“…This study examined how a sensational scene (accident) in a sport game influences the sponsorship effects through electroencephalography (EEG) analysis. METHODS The current study uses an experimental method. …”
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