Effects of social identity and schadenfreude on attitude toward brand sponsoring an instant replay review: The moderating role of rivalry and suspense

Used during sport games to guard against incorrect calls by referees, instant replay review has provided sponsoring brands an additional advertising opportunity. Although instant replay video (IRV) encourages sport spectators to stay focused on the screen, no study has examined how viewer perception of and attitude toward an ad or brand tied to IRV are formed or how such formations might vary in different circumstances. Applying social identity...