The Structural Relationship Among Team Attribute and Team Identification, Professional Soccer-sponsor Fit, Sponsor Identification and Sponsorship Outcomes in Professional Soccer

김용만,

doi:10.31308/kssm.22.6.2

Cited by 1 publication

(2 citation statements)

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“…Identification is associated with a satisfactory self-definition relationship with another person or group, resulting in accepting actions derived from another person or group [20]. For example, fans who prefer professional basketball perceive the team they support as if they are part of the team, or if they perceive that they are part of the team, they are identified with the team and share their joy and sadness with the team [21]. Harrolle and Trail (2007) conducted a study evaluating the relationship between ethnic identity and sports fan behaviors among Latino immigrants [22].…”

Section: Player Identificationmentioning

confidence: 99%

“…If a consumer has an attachment to a sports star, it has been shown to affect the purchase and recommendation intention of the sports star's sponsored brand [28]. Among the attributes of professional sports teams, the star player factor influenced the team identification and subsequently influenced the corporate identification [21]. Sports players can increase their team's performance, spectators, viewership, and product sales to differentiate their team from other teams [29].…”

Section: Player Identificationmentioning

confidence: 99%

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Why Do Koreans Love Ethnic Players in the MLB? A Focus on Ethnic Identity and Player Identification

2021

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Asians hold a collectivistic culture, and they feel attachment to people who have the same ethnic background. This study explored how roles of ethnic identity influenced fan behaviors of Korean audiences toward Hyun-jin Ryu, the Korean Major League Baseball player. The results showed that ethnic identity influenced player identification, which led to attitudes toward the L.A. Dodgers. Congruence mediated the relationship between ethnic identity and player identification. It is also found that transportation mediated the relationship between player identification and attitudes toward the L.A. Dodgers. These results provide a cultural explanation of fan behaviors of ethnic players. Managerial implications can also be found.

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