... 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...

... 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...