To read the full version of this content please select one of the options below:

Patriotism, national athletes and intention to purchase international sports products

Claudio M Rocha (Assistant Professor, School of Physical Education and Sport of Ribeirao, Preto, University of Sao Paulo - Campus Ribeirao Preto, Ave. Bandeirantes, 3900 Ribeirao Preto - SP, 14040-907)
Janet S Fink (Professor, Mark H. McCormack Department of Sport Management, Isenberg School of Management, University of Massachusetts Amherst)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2015

Abstract

The purpose of this research was to investigate the effects of patriotism and identification with national players on identification with the NBA and, ultimately, with purchase intentions of league-related merchandise. Findings revealed that the interaction between patriotism and identification with national players was a significant predictor of identification with NBA, which in turn was a significant predictor of purchase intentions of league-related products. The moderated mediation model fit the data quite well and explained 44.5% of the variance in purchase intentions. Theoretical implications of the findings, as well as practical implications for sports managers, are discussed.

Keywords

Citation

Rocha, C.M. and Fink, J.S. (2015), "Patriotism, national athletes and intention to purchase international sports products", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 2, pp. 57-71. https://doi.org/10.1108/IJSMS-16-02-2015-B005

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015 by Winthrop Publications Limited