Ethnic identification, acculturation and sports identification of Latinos in the United States

Abstract

Sports management and marketing research has failed to study the dimensions of Latino sports consumption behaviour and fan identification. This research examined the relationships among ethnic identity, acculturation, identification with sport in general, and identification with specific sports for Latinos living in the United States. Even though the four models used fit the data well, in general, ethnic identity and acculturation had little or no influence on sports identification. Hence sports marketers should not create marketing campaigns solely based on the assumption that Latinos or any ethnic group are necessarily fans of any particular sport (e.g. soccer).

Citation

Gacio Harrolle, M. and Trail, G.T. (2007), "Ethnic identification, acculturation and sports identification of Latinos in the United States", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 3, pp. 29-48. https://doi.org/10.1108/IJSMS-08-03-2007-B005