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...
