The role of ethnic, national and global symbols of sports brand urbanism in sports motivation

Document Type : Original research

Authors

1 PhD student of Department of Sport Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran

2 Assistant Professor, Department of Sport Management, Kermanshah Branch, Islamic Azad university, Kermanshah, Iran

3 Associate Professor of Sports Management, Razi University of Kermanshah, Kermanshah, Iran

Abstract

The present study was designed and implemented with the aim of sports motivation: the role of ethnic, national and global symbols of urbanism in brands (sportswear). The statistical population of this study included all students of Islamic Azad universities of physical education in the centers of the western provinces of the country (Kermanshah, Kurdistan, Hamedan, Ilam and Lorestan). The instrument of the present study was standard questionnaires. According to the results of the study, it was found that consumer nationalism has an effect on sports motivation of 0.622, which according to the level of T, which is 6.106, it was found that consumer nationalism has an effect on sports motivation. According to the results of the study, it was found that the world of consumer urbanism has an effect on sports motivation of 0.219, which according to the level of T, which is 2.582, it was found that the world of consumer urbanism has an effect on sports motivation. The results also showed that consumer ethnocentrism has an effect on sports motivation of 0.134, which according to the T level which is 1.421, it was found that consumer ethnocentrism has no significant effect on sports motivation.

Keywords

Main Subjects

References

  1. Bumrungpanictarworn, A., Lawsirirat, C., & Passakonjaras, S. (2021). The internationalization of sport industry: Factors influencing sports equipment firms’ entry mode choice. Psychology and Education Journal, 58(4), 1723-1730.
  2. Castelló, E., & Mihelj, S. (2018). Selling and consuming the nation: Understanding consumer nationalism. Journal of Consumer Culture, 18(4), 558-576.
  3. Daniels, J. D., Radebaugh, L. H., & Sullivan, D. P. (2016). International business: Environments and operations (11th). Upper Saddle River, New Jersey: Pearson Prentice Hall.
  4. Dmitrovic, T., & Vida, I. (2010). Consumer behavior induced by product nationality: the evolution of the field and its theoretical antecedents. Transformation in Business & Economics, 1(19), 145-165.
  5. Fredricks, J. A., & Eccles, J. S. (2005). Family socialization, gender, and sport motivation and involvement. Journal of sport and Exercise Psychology, 27(1), 3-31.
  6. Fry, M. D., & Moore, E. W. G. (2019). Motivation in sport: Theory and application. In APA handbook of sport and exercise psychology (Vol. 1: Sport psychology, pp. 273-299). Washington, DC: American Psychological Association.
  7. Haghighi, M., & Hosseinzadeh, M. (2009). Comparing the tendency to consume domestic goods in Tehran with other regions of the world and examining its consequences on the evaluation and preference of products. Journal of Teacher of Humanities-Management Research in Iran, 13(4), 103-139. (In Persian).
  8. Herche J. (1994). Ethnocentric tendencies, marketing strategy and import purchase behavior. International Marketing Review, 11(3),
  9. Jin, Z., Lynch, R., Attia, S., Chansarkar, B., Gülsoy, T., Lapoule, P., …, & Ungerer, M. (2015). The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status. International Business Review, 24(3), 380-393.
  10. kim, S., & Pysarchik, D. T. (2000). Predicting purchase intentions for uni-national and bi-national products. International Journal of Retail & Distribution Management, 28(6), 280.
  11. Kwak, H., Jaju, A., & Larson, T. (2006), Consumer ethnocentrism offline and online: The mediating Role of marketing efferts and personality traits in the United States South Korea, and India.
  12. Leishman, D. (2020). Consumer nationalism in popular and material culture. In Consumer nationalism and Barr’s Irn-Bru in Scotland(pp. 123-173). Cham: Palgrave Macmillan.
  13. Lemoine, P. A., Hackett, T., & Richardson, M. D. (2016). Higher education at a crossroads: Accountability, globalism and technology. In Handbook of research on quality assurance and value management in higher education(pp. 27-57).   : IGI Global.
  14. Liu, M. T., Wong, I. A., Shi, G., Chu, R., & Brock, J. L. (2014). The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference.
  15. Ma, J., Yang, J., & Yoo, B. (2020). The moderating role of personal cultural values on consumer ethnocentrism in developing countries: The case of Brazil and Russia. Journal of Business Research, 108, 375-389.
  16. Mudrak, J., Slepicka, P., & Slepickova, I. (2018). Sport motivation and doping in adolescent athletes. PLoS One, 13(10), e0205222.
  17. Nadri, H., & Tumer, M. (2010). Influence of ethnocentrism on consumers’ intention to buy domestically produced goods: an empirical study in north cuprus. Journal of Business Economics and Management, 11(3), 444-461.
  18. Paic, R., Kajos, A., Meszler, B., & Prisztóka, G. (2017). Validation of the Hungarian Sport Motivation Scale (H-SMS). Cognition, Brain, Behavior, 21(4), .
  19. Pedersen, D. M. (2002). Intrinsic-extrinsic factors in sport motivation. Perceptual and Motor Skills, 95(2), 459-476.
  20. Ranjbarian, B., & Gholizadeh Shaghlabad, R. (2009). The background of ethnocentrism in consumption and its relationship with patriotism and cosmopolitan tendencies among students of the University of Isfahan. Journal of Business Management, 1(3), 87-106. (In Persian).
  21. Reznikova, N., & Ivashchenko, O. (2018). Projections of deglobalization in the contemporary international economic relations in the context of the paradigm of globalism.
  22. Rodrigues, F., Macedo, R., Teixeira, D. S., Cid, L., & Monteiro, D. (2020). Motivation in sport and exercise: A comparison between the BRSQ and BREQ. Quality & Quantity, 54(4), 1335-1350.
  23. Ross, S. M., Smit, E., Yun, J., Bogart, K., Hatfield, B., & Logan, S. W. (2020). Updated national estimates of disparities in physical activity and sports participation experienced by children and adolescents with disabilities: NSCH 2016–2017. Journal of Physical Activity and Health, 17(4), 443-455.
  24. Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism, construction and validation of the CETSCALE. Journal of Marketing Research, 24, 280–289.

 

 

  1. Stewart, B., Smith, A., & Nicholson, M. (2003). Sport consumer typologies: A critical review. Journal of Sport Marketing Quarterly, 2(12), 206-216.
  2. Sun, Y., Gonzalez-Jimenez, H., & Wang, S. (2021). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research, 130, 564-573.
  3. Tóth-Király, I., Amoura, C., Bőthe, B., Orosz, G., & Rigó, A. (2020). Predictors and outcomes of core and

 

peripheral sport motivation profiles: A person-centered study. Journal of Sports Sciences, 38(8), 897-909.

  1. Wang, M. T., Chow, A., & Amemiya, J. (2017). Who wants to play? Sport motivation trajectories, sport participation, and the development of depressive symptoms. Journal of Youth and Adolescence, 46(9), 1982-1998.

Wilkins, V. (2012). Understanding loyalty and motivation of professional sports fans (Master's thesis). University of Nevada, Los Vegas.

Sport Psychology Studies
Volume 12, Issue 43
April 2023
Pages 159-174

Files

History

  • Receive Date: 20 May 2021
  • Revise Date: 31 August 2021
  • Accept Date: 13 September 2021

Share

How to cite

Statistics