Table of contents
Owner or endorser? Investigating the effectiveness of celebrity owners of sports teams as endorsers
Subhadip Roy, Anita PansariEndorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of non-sports…
1002
Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism
Yue Meng-Lewis, Des Thwaites, Kishore Gopalakrishna PillaiThis study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causalrelationships between…
406
The impact of acculturation and ethnic identity on American football identification and consumption among Asians in the United States
Jae-Pil Ha, Mary A Hums, Chris T GreenwellThis study examines the effect of four acculturation strategies (integration, assimilation, separation and marginalisation) on identification with andconsumption of American…
285
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang