TY  - JOUR
AU  - Yoshida, Masayuki
A2  - Yoshida, Masayuki
A2  - Heere, Bob
DB  - BISp
DP  - BISp
KW  - Asien
KW  - Einfluss, kultureller
KW  - Einstellung, innere
KW  - Entscheidungsverhalten
KW  - Fan
KW  - Globalisierung
KW  - Identifikation
KW  - Konsum
KW  - Mannschaftssport
KW  - Nationalismus
KW  - Norm, soziale
KW  - Sponsoring
KW  - Sportmarketing
KW  - USA
KW  - Zufriedenheit
KW  - Zuschauer
LA  - eng
TI  - Sport marketing in Asia : exploring trends and issues in the 21st century
TT  - Sportmarketing in Asien : eine Betrachtung von Trends und Fragestellungen im 21. Jahrhundert
PY  - 2015
N2  - 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.
L2  - http://fitpublishing.com/articles/sport-marketing-asia-exploring-trends-and-issues-21st-century
SP  - S. 207-213
SN  - 1061-6934
JO  - Sport marketing quarterly
IS  - 4
VL  - 24
M3  - Elektronische Ressource (online)
M3  - Gedruckte Ressource
ID  - PU201604002362
ER  -