Consumer patriotism and response to patriotic advertising: comparison of international vs. national sport events
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2013
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
:Emerald Group Publishing Limited
Copyright © 2013 by Winthrop Publications Limited