Kim, Seungmo; Andrew, Damon P. S.; Greenwell, T. Christopher - In: International Journal of Sports Marketing and Sponsorship 10 (2009) 2, pp. 53-66
This study compared the motives and media consumption behaviours of American and South Korean spectators of Mixed Martial Arts. Significant cross-national differences were noted in sport interest, vicarious achievement, aesthetics, national pride and violence. Backward regression analyses...