Sports marketing: Research on NBA marketing strategy in Chinese market

Bibliographic Details
Main Author: Zhang Xin
Publication Date: 2020
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10071/22299
Summary: This study explores the NBA's marketing strategies in China through the influence of 4Ps on purchase intention. Using a sample of 288 valid questionnaires collected in China, multiple linear regression analyses were employed to test the hypotheses. Research shows that product quality and public relations have a positive relationship with the purchase intention. NBA's product strategy and promotion strategy have a direct impact on the purchase intention. But the price strategy and the place strategy have no influence on the purchase intention.
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spelling Sports marketing: Research on NBA marketing strategy in Chinese marketSports marketingMarketing mixMarketing strategyNBA in ChinaMarketing desportivoEstratégias de marketingNBA na ChinaThis study explores the NBA's marketing strategies in China through the influence of 4Ps on purchase intention. Using a sample of 288 valid questionnaires collected in China, multiple linear regression analyses were employed to test the hypotheses. Research shows that product quality and public relations have a positive relationship with the purchase intention. NBA's product strategy and promotion strategy have a direct impact on the purchase intention. But the price strategy and the place strategy have no influence on the purchase intention.Este estudo explora as estratégias de marketing da NBA na China por meio da influência dos 4Ps na intenção de compra. Usando uma amostra de 288 questionários válidos coletados na China, análises de regressão linear múltipla foram empregadas para testar as hipóteses. A pesquisa mostra que a qualidade do produto e as relações públicas têm uma relação positiva com a intenção de compra. A estratégia de produto e a estratégia de promoção da NBA têm um impacto direto na intenção de compra. Mas a estratégia de preço e a estratégia de local não influenciam a intenção de compra.2021-03-05T16:22:12Z2020-12-18T00:00:00Z2020-12-182020-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/22299TID:202661318engZhang Xininfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-07-07T02:55:18Zoai:repositorio.iscte-iul.pt:10071/22299Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T18:10:40.912284Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Sports marketing: Research on NBA marketing strategy in Chinese market
title Sports marketing: Research on NBA marketing strategy in Chinese market
spellingShingle Sports marketing: Research on NBA marketing strategy in Chinese market
Zhang Xin
Sports marketing
Marketing mix
Marketing strategy
NBA in China
Marketing desportivo
Estratégias de marketing
NBA na China
title_short Sports marketing: Research on NBA marketing strategy in Chinese market
title_full Sports marketing: Research on NBA marketing strategy in Chinese market
title_fullStr Sports marketing: Research on NBA marketing strategy in Chinese market
title_full_unstemmed Sports marketing: Research on NBA marketing strategy in Chinese market
title_sort Sports marketing: Research on NBA marketing strategy in Chinese market
author Zhang Xin
author_facet Zhang Xin
author_role author
dc.contributor.author.fl_str_mv Zhang Xin
dc.subject.por.fl_str_mv Sports marketing
Marketing mix
Marketing strategy
NBA in China
Marketing desportivo
Estratégias de marketing
NBA na China
topic Sports marketing
Marketing mix
Marketing strategy
NBA in China
Marketing desportivo
Estratégias de marketing
NBA na China
description This study explores the NBA's marketing strategies in China through the influence of 4Ps on purchase intention. Using a sample of 288 valid questionnaires collected in China, multiple linear regression analyses were employed to test the hypotheses. Research shows that product quality and public relations have a positive relationship with the purchase intention. NBA's product strategy and promotion strategy have a direct impact on the purchase intention. But the price strategy and the place strategy have no influence on the purchase intention.
publishDate 2020
dc.date.none.fl_str_mv 2020-12-18T00:00:00Z
2020-12-18
2020-10
2021-03-05T16:22:12Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/22299
TID:202661318
url http://hdl.handle.net/10071/22299
identifier_str_mv TID:202661318
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
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dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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