Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship
| Autor: | Jeffrey James, Noni Zaharia, Simon Brandon-Lai |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
media_common.quotation_subject
05 social sciences Collectivism Advertising Structural equation modeling Globalization Individualism 0502 economics and business Gratitude 050211 marketing Hofstede's cultural dimensions theory Marketing Psychology Sport management 050212 sport leisure & tourism Consumer behaviour media_common |
| Zdroj: | International Journal of Marketing Studies. 9:38 |
| ISSN: | 1918-7203 1918-719X |
| Popis: | The improvements in new media technologies in conjunction with the expansion of innovative opportunities for marketing and consuming sport have played direct roles in the globalization of sport. However, those in the Sport Management academic field are still trying to understand the effect of culture on sport consumer behavior. Guided by Hofstede’s cultural dimensions theory, the purpose of this study was to examine the sponsorship and cross-national relationships among the short-term/long-term orientation and individualism/collectivism cultural dimensions, attitude toward a sponsor, gratitude, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States, the United Kingdom, and India. The results from a structural equation model provided evidence that the individualism/collectivism cultural dimension had a significant effect on gratitude but not on actual purchases, and that the purchase intentions variable was a predictor of actual purchases. |
| Databáze: | OpenAIRE |
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