Role of Sporting Events as Ethnoculture's Emblems: Impact of Acculturation and Ethnic Identity on Consumers' Orientation Toward Sporting Events

Journal articles

Role of Sporting Events as Ethnoculture’s Emblems: Impact of Acculturation and Ethnic Identity on Consumers’ Orientation Toward Sporting Events

Year

2001

Authors

NYECK Simon, PONS F., LAROCHE M., PERREAULT S.

Abstract

In this research, acculturation and ethnicity are multidimensional constructs. Their relative impact on consumers’ orientatin towards sporting events is examined, and the strength of their influence is shaping consumers’ orientation towards sporting events is confirmed through regression analyses. The study demonstrates the cultural nature of sporting events and the development of a specific market segment among cultural groups. Finally, it is proposed that through sporting events consumption and orientation, cultural groups in a host country may exhibit a dual, complex ethnic definition.

PONS, F., LAROCHE, M., NYECK, S. et PERREAULT, S. (2001). Role of Sporting Events as Ethnoculture’s Emblems: Impact of Acculturation and Ethnic Identity on Consumers’ Orientation Toward Sporting Events. Sport Marketing Quarterly, pp. 231-240.