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Consumer patriotism and response to patriotic advertising: comparison of international vs. national sport events

Yongjae Kim (Kutztown University of Pennsylvania, USA)
Kitae Yim (Admissions Office Team , Kangnam University, 111 Gugal-dong Giheung-gu Yongin-si Gyeonggi-do, South Korea 446-702)
Yong Jae Ko (University of Florida, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2013

1199

Abstract

This study develops and tests a theoretical research model delineating the relationships between consumers' patriotism and their response to patriotic advertising and the advertised brand, and examines if the research model has the same pattern across different sporting events. Structural Equation Modeling is employed to test the model by using data collected from three different sporting event contexts. The results provide empirical evidence of the positive influence of consumers' patriotism on attitudes towards patriotic advertising and brands in sporting event contexts. A direct effect of patriotism on sports event involvement is found in international mega-sporting events but not in a domestic (or national) sporting event.

Keywords

Citation

Kim, Y., Yim, K. and Ko, Y.J. (2013), "Consumer patriotism and response to patriotic advertising: comparison of international vs. national sport events", International Journal of Sports Marketing and Sponsorship, Vol. 14 No. 3, pp. 74-96. https://doi.org/10.1108/IJSMS-14-03-2013-B006

Publisher

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Emerald Group Publishing Limited

Copyright © 2013 by Winthrop Publications Limited

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