Sport marketing in Asia : exploring trends and issues in the 21st century

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Bibliographische Detailangaben
Deutscher übersetzter Titel:Sportmarketing in Asien : eine Betrachtung von Trends und Fragestellungen im 21. Jahrhundert
Autor:Yoshida, Masayuki; Heere, Bob
Erschienen in:Sport marketing quarterly
Veröffentlicht:24 (2015), 4 (Sport marketing in Asia: trends and issues in the 21st century), S. 207-213, Lit.
Format: Literatur (SPOLIT)
Publikationstyp: Zeitschriftenartikel
Medienart: Elektronische Ressource (online) Gedruckte Ressource
Sprache:Englisch
ISSN:1061-6934, 1557-2528
Schlagworte:
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USA
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Erfassungsnummer:PU201604002362
Quelle:BISp

Abstract des Autors

The scarcity of academic research on sport marketing in the Asian context calls for a conceptual extension that can serve as a stimulus and foundation for future research. In this paper, we develop five research propositions for sport consumer decision-making in a cross-cultural context. Identifying important moderating variables based on the literature on cultural dimensions (individualism-collectivism and uncertainty avoidance) and ideological orientations (nationalism and globalism), we attempt to explain why and under what conditions consumer satisfaction and team identification are (1) more impacted by consumer motives, service quality, and points of attachment and (2) more effective in increasing three types of consumer outcomes: transactional consumer outcomes, non-transactional consumer outcomes, and sponsorship outcomes. Directions for future research are discussed in terms of the utility of the derived propositions in cross-country research.