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Values and goals of Chinese sport consumers contrary to American counterparts

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The effect of customer ethnocentrism and customer participation on global brand attitude : the perspective of Chinese customer

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Values and goals of Chinese sport consumers contrary to American counterparts

Lee, DongHun; Zhang, Yinghui; Cottingham, Michael; … - In: International Journal of Sports Marketing and Sponsorship 18 (2017) 1, pp. 11-28

Purpose Existing studies suggest the importance of research related to values and goals and their impacts on consumer involvement. However, cross-cultural examination of values and goals in the context of sport is scarce. To broaden our understanding of the cultural impact of values and goals on...

Persistent link: https://www.econbiz.de/10014811349