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The impact of acculturation and ethnic identity on American football identification and consumption among Asians in the United States

Jae-Pil Ha (Assistant Professor, Sport Management, Fribourgh Hall 509, Department of Health, Human Performance and Sport Management, University of Arkansas at Little Rock, Little Rock, AR 72204 USA)
Mary A Hums (Professor, Sport Administration, University of Louisville, USA)
Chris T Greenwell (Associate Professor, Sport Administration, University of Louisville, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 January 2014

Abstract

This study examines the effect of four acculturation strategies (integration, assimilation, separation and marginalisation) on identification with and consumption of American football for the Asian population in the United States. Using Berry's (1990, 1997) bi-dimensional model of acculturation as a theoretical framework, significant differences (based on the four acculturation strategies) between football identification and consumption were found. In addition, this study examines the relationships between acculturation, ethnic identity, identification with, and consumption of, the sport among the Asian population. The results indicate that acculturation plays a significant role in explaining participants' identification with, and consumption of, the sport, whereas ethnic identity does not.

Keywords

Citation

Ha, J.-P., Hums, M.A. and Greenwell, C.T. (2014), "The impact of acculturation and ethnic identity on American football identification and consumption among Asians in the United States", International Journal of Sports Marketing and Sponsorship, Vol. 15 No. 2, pp. 47-64. https://doi.org/10.1108/IJSMS-15-02-2014-B005

Publisher

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Emerald Group Publishing Limited

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