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1 – 10 of over 2000Jae-Pil Ha, Mary A Hums and Chris T Greenwell
This study examines the effect of four acculturation strategies (integration, assimilation, separation and marginalisation) on identification with andconsumption of American…
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.
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Kyu-soo Chung, Christopher Brown and Jennifer Willett
The purpose of this paper is to examine the factors that motivate Korean baseball fans to support Korean Major League Baseball (MLB) players and to identify the effects of the…
Abstract
Purpose
The purpose of this paper is to examine the factors that motivate Korean baseball fans to support Korean Major League Baseball (MLB) players and to identify the effects of the motivations on identification and behavioral loyalty.
Design/methodology/approach
Data were collected using a self-administered questionnaire at three Korean universities. A model was designed to see which three motivations (commitment to Korean baseball, interests in MLB and ethnic identity) affect loyalty behaviors to support Korean MLB players. In the model, the mediating effect of player identification is set to the relation between the three motivations and behavioral loyalty. The moderating effect of team identification is also set to the relation between player identification and behavioral loyalty. Collected data (n=294) were first analyzed via confirmatory factor analysis to ascertain the factor structure of the study model. Then, the study performed a structural equation modeling which finds the magnitude and significance of each causal path among designed factors.
Findings
All the effects were found to be significantly positive except team identification whose moderating effect was not significant. Interests in MLB had the greatest impact on the fan’s player identification followed by commitment to the Korean baseball league and their ethnic identity. It was also found that the influence of player identification was positive on behavioral loyalty.
Originality/value
This work can help MLB expand their fan base internationally, especially in Asian countries.
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Jae-Pil Ha, Mary Hums and T. Christopher Greenwell
Despite the remarkable economic power and rapid growth of the Asian population in the USA, relatively little attention has been paid to this group in the sport management…
Abstract
Purpose
Despite the remarkable economic power and rapid growth of the Asian population in the USA, relatively little attention has been paid to this group in the sport management literature compared to African-Americans and Hispanics. In addition, sport management scholars have paid limited attention to two important cultural factors: ethnic identity and acculturation. The paper aims to discuss this issue.
Design/methodology/approach
This study attempted to examine a comprehensive sport consumption model for Asians by testing theoretical relationships between these two cultural factors (ethnic identity and acculturation), fan identification, and sport consumption behavior.
Findings
The structural equation modeling results indicated that ethnic identity indirectly affected consumption of sport products reflecting attributes of a native country, e.g. ethnic player popular sports in a native country through identification with the sport products. In contrast acculturation indirectly affected consumption of sport products reflecting attributes of a host country, e.g. popular sports in a host country.
Originality/value
The results of this study provide implications on how sport marketers should effectively design sport products based on the Asians’ levels of acculturation and ethnic identity.
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Seungmo Kim, Damon P. S. Andrew and T. Christopher Greenwell
This study compared the motives and media consumption behaviours of American and South Korean spectators of Mixed Martial Arts. Significant cross-national differences were noted…
Abstract
This study compared the motives and media consumption behaviours of American and South Korean spectators of Mixed Martial Arts. Significant cross-national differences were noted in sport interest, vicarious achievement, aesthetics, national pride and violence. Backward regression analyses indicated that sport interest, fighter interest and drama predicted media consumption at the American event, while sport interest, drama and adoration were significant predictors at the Korean event.
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Yi Zhang, Minkil Kim, Jerred Junqi Wang and Brenda Pitts
By using table tennis as an example and conducting an in-depth investigation into the impact of market demand factors on membership consumption of table tennis club members in the…
Abstract
Purpose
By using table tennis as an example and conducting an in-depth investigation into the impact of market demand factors on membership consumption of table tennis club members in the USA, the purpose of this paper is to illustrate the opportunities and marketing efforts needed for Asian sports to survive and thrive in North America, in which consumer demand factors assessing core program features of table tennis clubs were found to be very influential of cognitive, affective, and behavioral consumptions of table tennis club members.
Design/methodology/approach
Through conducting a review of literature, observations of club operations, and interviews of club administrators and club members representing various table tennis clubs, a preliminary questionnaire was formulated for this study. The initial questionnaire was submitted to a panel of five experts, for a test of content validity. By incorporating their suggestions, editing was made to improve a number of the items in the questionnaire. Data collection took place in two national table tennis tournaments, two local tournaments, and six table tennis clubs. Procedures in SPSS 19.0 (SPSS, 2009) and Mplus 5.21 were carried out for data analyses.
Findings
The findings of this study are that market demand factors would be significantly related to consumer perceived benefits and perceived value, and in turn related to consumer satisfaction of table tennis club membership. The market demand factors had a positive impact on perceived value and benefits confirmed the theoretical framework and previous research findings, which also made a practical sense that a table tennis club needs to offer product features and meet expectations of its current and potential members in order to enhance program value and benefits perceived by its members.
Originality/value
The past two decades have marked the speediest rise of a globalized sport production and consumption trend. In an era of globalized sport marketplace, sports have become a business commodity to meet the needs of commerce. For an Asian sport to penetrate into the North American marketplace as table tennis has done, it would be wise to develop regional network, strategies, product, and promotions. It is expected that table tennis as a popular Asian sport will continue being spread to other parts of the world; thus, the findings of this study have potential relevance to promoting table tennis globally.
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Alison Fridley, Austin Anderson, Sarah Stokowski and Stacey A. Forsythe
The purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.
Abstract
Purpose
The purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.
Design/methodology/approach
Data were collected from 2,833 students at universities in a mid-major Division I FBS athletic conference through a survey. Two MANOVAs were conducted to examine group differences. While the first MANOVA compared a dominant group (White and non-LGBTQ+) to an underrepresented group (non-white race and/or LGBTQ+), the second MANOVA explored differences in five specific marginalized groups (Asian, Black or African American, Hispanic or Latino, LGBTQ+, intersectional marginalized identities).
Findings
The results indicated that the dominant group scored significantly higher than the combined underrepresented group in four of the eight sport consumption motives examined. However, the comparison of individual underrepresented groups showed significant differences for all eight consumption motives between at least two underrepresented groups.
Originality/value
This study is the first attempt to compare group differences in motivation for sport consumption between specific racially marginalized groups, LGBTQ + community members, and intersectional racial and LGBTQ + identities within college athletics.
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James Jianhui Zhang, Roger Haiyan Huang and Jerry Junqi Wang
Sam Kaplan and Su Langdon
As the global economy expands, it would seem to be in the interests of the major professional sport leagues of the US to move into new markets, especially China, one of the…
Abstract
As the global economy expands, it would seem to be in the interests of the major professional sport leagues of the US to move into new markets, especially China, one of the fastest growing and largest in the world. In order to sell effectively in this market, it is vital to gain an understanding of the potential fan base. To explore national differences in fandom, a survey was completed by sports fans in both China and the US to assess which sports participants followed and which media they used, to identify fan motives and their feelings about expansion. This study determined that there are clear differences between Chinese and Americans. While many of the Chinese were fans of American sports, they tended to follow individual athletes rather than teams and had relatively low fan identity but high levels of fan motivation. Motives also varied by country, with aesthetics and affiliation the primary motives among the Chinese sample. These distinctions can be utilised to create marketing strategies.
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Do Young Pyun, Hyungil H Kwon and Chul-Won Lee
This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global sports…
Abstract
This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global sports brand. The English Premier League was selected as a global sports brand and four hypotheses were established to explain how consumers' perceived brand globalness affected their watching intention. Data were collected from 302 collegians in Republic of Korea. Results showed that perceived brand quality partially mediated the relationship between perceived brand globalness and watching intention, and ethnocentrism played a moderating role. The findings contribute to our understanding of consumption activities of global sport brands.
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