Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/26021
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Patriotism, national athletes and intention to purchase international sports products
Author(s): Rocha, Claudio M
Fink, Janet S
Contact Email: claudio.rocha@stir.ac.uk
Keywords: basketball
international consumers
sports consumer behaviours
NBA
Brazil
Issue Date: 2015
Citation: Rocha CM & Fink JS (2015) Patriotism, national athletes and intention to purchase international sports products, International Journal of Sports Marketing and Sponsorship, 16 (2), pp. 57-71.
Abstract: The purpose of this research was to investigate the effects of patriotism and identification with national players on identification with the NBA and, ultimately, with purchase intentions of league-related merchandise. Findings revealed that the interaction between patriotism and identification with national players was a significant predictor of identification with NBA, which in turn was a significant predictor of purchase intentions of league-related products. The moderated mediation model fit the data quite well and explained 44.5% of the variance in purchase intentions. Theoretical implications of the findings, as well as practical implications for sports managers, are discussed.
DOI Link: http://dx.doi.org/10.1108/IJSMS-16-02-2015-B005
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