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The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sports brand: the case of Korean college students

Do Young Pyun (Assistant Professor, Physical Education and Sports Science Department National Institute of Education, Nanyang Technological University 1 Nanyang Walk, Singapore)
Hyungil H Kwon (Associate Professor, Chung-Ang University, Korea)
Chul-Won Lee (Professor, Yonsei University, Korea)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2011

Abstract

This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global sports brand. The English Premier League was selected as a global sports brand and four hypotheses were established to explain how consumers' perceived brand globalness affected their watching intention. Data were collected from 302 collegians in Republic of Korea. Results showed that perceived brand quality partially mediated the relationship between perceived brand globalness and watching intention, and ethnocentrism played a moderating role. The findings contribute to our understanding of consumption activities of global sport brands.

Keywords

Citation

Pyun, D.Y., Kwon, H.H. and Lee, C.-W. (2011), "The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sports brand: the case of Korean college students", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 1, pp. 18-32. https://doi.org/10.1108/IJSMS-13-01-2011-B003

Publisher

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Emerald Group Publishing Limited

Copyright © 2011 by Winthrop Publications Limited