The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sports brand

The case of Korean college students

Do Young Pyun, Hyungil H. Kwon, Chul Won Lee

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global sports brand. The English Premier League was selected as a global sports brand 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 and watching intention, and ethnocentrism played a moderating role. The findings contribute to our understanding of consumption activities of global sport brands.

Original languageEnglish
Pages (from-to)23-37
Number of pages15
JournalInternational Journal of Sports Marketing and Sponsorship
Volume13
Issue number1
Publication statusPublished - 2011 Oct 1

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Consumption patterns
College students
Ethnocentrism
Mediation effect
Moderation
Republic of Korea

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Finance
  • Marketing

Cite this

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