...Liangjun Zhou; Jerred Junqi Wang; Xiaoying Chen; Chundong Lei; James J. Zhang; Xiao Meng Purpose Building upon the framework of glocalization, the purpose of this paper is to summarize the development of National Basketball Association (NBA) in Chinese market, explore its successful...

... intentions. Theoretical implications of the findings, as well as practical implications for sports managers, are discussed. © 2015 by Winthrop Publications Limited 2015 licensed reuse rights only basketball international consumers sports consumer behaviours NBA Brazil Patriotism, national...