International Journal of Sports Marketing and Sponsorship: Volume 18 Issue 1

Sport business in China: current state and prospect

Dongfeng Liu, James J. Zhang, Michel Desbordes

Growth of China’s sport industry has brought tremendous opportunities to sport and non-sport organizations domestically and globally; nonetheless, the enlargement has also raised…

Values and goals of Chinese sport consumers contrary to American counterparts

DongHun Lee, Yinghui Zhang, Michael Cottingham, JungKun Park, Ho Yeol Yu

Existing studies suggest the importance of research related to values and goals and their impacts on consumer involvement. However, cross-cultural examination of values and goals…

When the future of Chinese soccer is at stake: Chinese youth’s attention, involvement and satisfaction

Tyreal Yizhou Qian, Jerred Junqi Wang, Winston Wen-hao Chou, Euisoo Kim, James J. Zhang, Bo Gong

The purpose of this paper is to examine the impact of Chinese youth’s attention to and involvement with Chinese soccer and its professional league, the Chinese Super League (CSL)…

Push and pull factors associated with the CTTSL game events between on-site and online consumers

Yi Zhang, Kevin K. Byon

The purpose of this paper is to examine the push and pull factors associated with the consumption of Chinese Table Tennis Super League (CTTSL) game events by online audiences and…

Transnational venue management corporations and local embeddedness: A case study on the Mercedes-Benz Arena in Shanghai, China

Qin Yao, Eric C. Schwarz

The case of the Mercedes-Benz Arena in Shanghai, China raises an important issue with respect to transnational venue management corporations embedding and operating in foreign…

The development of NBA in China: a glocalization perspective

Liangjun Zhou, Jerred Junqi Wang, Xiaoying Chen, Chundong Lei, James J. Zhang, Xiao Meng

Building upon the framework of glocalization, the purpose of this paper is to summarize the development of National Basketball Association (NBA) in Chinese market, explore its…

Air Qiaodan: An examination of transliteration and trademark squatting in China based on Jordan vs Qiaodan Sports

Thomas Alexander Baker III, Xindan Liu, Natasha T. Brison, Nathan David Pifer

For this study, the Jordan case provided the context for investigating Chinese trademark law with the purpose of answering how and why Jordan lost the legal rights to the Chinese…

Spring is coming: WTA and tennis in China: An interview with Mr Fabrice Chouquet, director of WTA and Mr Guoqing Yi

Chengli Xu, Jing Tian, Cong Liu, Yan Wang

With the rapid economic development, China has been increasingly paying special attention to its sports and health industries. In October 2014, the State Council raised the goal…

Variables affecting the market demand of sport lottery sales in China: The case of Guangdong Province

Liangjun Zhou, James J. Zhang

The purpose of this paper is to examine the market demand of sport lottery in China from the following perspectives: available types and varieties of sport lottery, number of…