|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
sports consumer behaviours
|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.|
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