Sport Identity and Sport Marketing: An American Study

ISBN-13: 9783659232138 / Angielski / Miękka / 2014 / 164 str.

Emmanuel Ayim

Opis

Numerous studies have been done on sport consumption behavior among spectators. However, few studies have been done on participant consumption behavior and no research has focused on soccer participant identity. The purpose of this study is to examine soccer identity among youth soccer players, including their level of identity as a soccer participant, soccer spectator and fan. Additionally, identity development of youth soccer participants relative to MLS (Major League Soccer) marketing efforts of soccer is investigated.