Articles in this issue:

• Sport Marketing in Asia: Exploring Trends and Issues in the 21st Century

  Masayuki Yoshida

  The scarcity of academic research on sport marketing in the Asian context calls for a conceptual extension that can serve as a stimulus and foundation for future research. In this paper, we develop five research propositions for sport consumer decision-making in a cross-cultural context. Identifying important moderating variables based on the literature on cultural dimensions (individualism-collectivism and uncertainty avoidance) and ideological orientations (nationalism and globalism), we attempt to explain why and under what conditions consumer satisfaction and team identification are (1...Read more

• Examining the Use of Professional Sport Teams as a Brand Extension Strategy in Korean Professional Baseball

  Patrick Walsh

  While the examination of brand extensions in sport has started to garner more attention, research on the use of professional sport teams as brand extensions of non-sport related corporate parent brands is limited. In particular, what has yet to be examined is the perceived impact ownership of these teams has on the parent brand. The authors sought to examine this effect by interviewing team executives of professional baseball teams in South Korea that are owned by corporate parent brands (e.g., the Samsung Lions, Kia Tigers). The results suggest that the teams are generally given power by...Read more

• The Marketing of an International Match in Asia: The Effects of Sport Commentary and Sporting Nationalism on Framing, Priming, and Consumer Behavior

  Minkyo Lee

  Media coverage associated with nationalistic sentiments in mega sporting events has received scholarly attention. The authors extend existing research on the impact of two different types of commentaries (i.e., objective and color commentary) by conducting an experiment with a 2 (commentary condition) 2 (nationalistic sentiments) factorial design. Data from college students in Korea (N = 80) were collected to examine 1) the influence of commentary and nationalistic sentiments on team image and hostility and 2) the effect of commentary on attitudes toward products through team image....Read more

• Price Elasticity of Ticket Demand in the Professional Basketball League in Japan: Simulating Ticket Purchase Rates using Conjoint Analysis

  Hiroaki Ninomiya

  This study uses conjoint analysis to investigate the price elasticity of ticket demand in the professional basketball league in Japan, the bj-league. Three variables—game day, opposition team, and ticket price—are explored in the research design. Primary data obtained from 368 bj-league spectators are used to explore ticket preferences by seat type (reserved seat A, reserved seat B, nonreserved seat). The sensitivity of ticket purchase rate to the fluctuations in virtual ticket prices is estimated through simulation. The simulation that operationalized ticket price shows that the ticket...Read more

• Effects of Sport Event Satisfaction on Team Identification and Revisit Intent

  Joon Sung Lee

  By incorporating two different types of event satisfaction (core and peripheral event), the present study aims to test whether sporting event satisfaction can increase fans’ team identification and revisit intent. Data were collected from a total of 224 spectators of a Korean men’s professional basketball event. The results indicate that performance-related satisfaction had a positive impact on both team identification and revisit intent, while peripheral-event-related satisfaction had a positive impact only on revisit intent. Moreover, team identification was found to partially mediate...Read more

• Industry Insider: Sean Pyun

  Alan Morse

  An interview with Sean Pyun, Managing Director of International Business Affairs, LPGA.Read more