Sport Marketing in Asia: Exploring Trends and Issues in the 21st Century

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This article develops five research propositions for sport consumer decision-making in a cross-cultural context.

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8 p.

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Yoshida, Masayuki & Heere, Bob 2015.

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This article is part of the collection entitled: UNT Scholarly Works and was provided by UNT College of Business to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 35 times , with 5 in the last month . More information about this article can be viewed below.

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  • © 2015, West Virginia University

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Description

This article develops five research propositions for sport consumer decision-making in a cross-cultural context.

Physical Description

8 p.

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Abstract: 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.

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  • Sport Marketing Quarterly, 2015. Morgantown, WV: FiT Publishing

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  • Publication Title: Sport Marketing Quarterly
  • Volume: 24
  • Issue: 4
  • Page Start: 207
  • Page End: 213
  • Peer Reviewed: Yes

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UNT Scholarly Works

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  • 2015

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  • Sept. 24, 2018, 1:56 p.m.

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Yoshida, Masayuki & Heere, Bob. Sport Marketing in Asia: Exploring Trends and Issues in the 21st Century, article, 2015; Morgantown, West Virginia. (digital.library.unt.edu/ark:/67531/metadc1248365/: accessed January 18, 2019), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT College of Business.