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Keywords: watching intention
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Journal Articles
The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sports brand: the case of Korean college students
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2011) 13 (1): 18–32.
Published: 01 October 2011
... and four hypotheses were established to explain how consumers' perceived brand globalness affected their watching intention. Data were collected from 302 collegians in Republic of Korea. Results showed that perceived brand quality partially mediated the relationship between perceived brand globalness...
Journal Articles
The inevitable queue: exploring the impact of wait time at sporting events
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2011) 13 (1): 44–54.
Published: 01 October 2011
... interestingly perhaps, these same antecedents may also serve as a cue that long waits are likely. © 2011 by Winthrop Publications Limited 2011 licensed reuse rights only brand quality ethnocentrism watching intention English Premier League The inevitable queue: exploring the impact of wait time...
