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.
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
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