Professional basketball fans in China: a comparison of National Basketball Association and Chinese Basketball Association team identification
by W. Chadwick Menefee, Jonathan M. Casper
International Journal of Sport Management and Marketing (IJSMM), Vol. 9, No. 3/4, 2011

Abstract: Professional basketball has developed into a major spectator sport in China during the past 20 years. Chinese basketball fans can now choose between watching the Chinese Basketball Association and the National Basketball Association. This study compared fans' team identification of teams within the two competing professional basketball leagues in China. The sample included spectators at four different CBA games (N = 549). Respondents completed measures of team identification (Wann and Branscombe, 1993) with their favourite NBA and CBA teams and behavioural involvement based on television and merchandise consumption for both leagues. Chinese fans' overall team identification and behavioural involvement were found to be significantly higher for favourite NBA teams. Team identification was also compared for segments grouped by age, gender, ticket type, and income. The study has implications for leagues, teams, sponsors, and other sport organisations interested in attempting to attract fans in China.

Online publication date: Sat, 21-Feb-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com