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Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

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  • Noni Zaharia
  • Simon Brandon-Lai
  • Jeffrey James

Abstract

The improvements in new media technologies in conjunction with the expansion of innovative opportunities for marketing and consuming sport have played direct roles in the globalization of sport. However, those in the Sport Management academic field are still trying to understand the effect of culture on sport consumer behavior. Guided by Hofstede¡¯s cultural dimensions theory, the purpose of this study was to examine the sponsorship and cross-national relationships among the short-term/long-term orientation and individualism/collectivism cultural dimensions, attitude toward a sponsor, gratitude, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States, the United Kingdom, and India. The results from a structural equation model provided evidence that the individualism/collectivism cultural dimension had a significant effect on gratitude but not on actual purchases, and that the purchase intentions variable was a predictor of actual purchases.

Suggested Citation

  • Noni Zaharia & Simon Brandon-Lai & Jeffrey James, 2017. "Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 38-53, August.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:4:p:38-53
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    References listed on IDEAS

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    Cited by:

    1. Boban Melovic & Suncica Rogic & Julija Cerovic Smolovic & Branislav Dudic & Michal Gregus, 2019. "The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices," Sustainability, MDPI, vol. 11(22), pages 1-16, November.

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    More about this item

    Keywords

    global; Hofstede; United States; United Kingdom; India;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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