... interestingly perhaps, these same antecedents may also serve as a cue that long waits are likely. The inevitable queue: exploring the impact of wait time at sporting events Keywords brand quality ethnocentrism watching intention English Premier League Thomas Baker Associate Professor of Marketing, Clemson...

...Do Young Pyun; Hyungil H Kwon; Chul-Won Lee This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global sports brand. The English Premier League was selected as a global sports brand...