Academic literature on the topic '2010 fifa world cup south africatm1'

The current study examined how U.S. soccer fans’ multimedia exposure to the 2010 FIFA World Cup in South Africa and psychological factors affected purchase intention of sponsored products in an integrated model. The model tested the influence of multimedia exposure on attitude toward the sponsored products, important others’ voices, and self-control toward the brands, which could affect purchase intention. In addition, the influence of past experience with the sponsored brands on purchase intention was tested in the model. A self-reported online survey was distributed to two university communities in the U.S. after the 2010 FIFA World Cup. The analysis of 650 responses reported that multimedia exposure did not directly influence purchase intention of sponsored products, but indirectly affected intention through psychological factors (attitude and subjective norm). U.S. audiences of the 2010 FIFA World Cup tended to be affected by value, excitement, emotional feeling, and others’ voice rather than self-controlled determination for purchase intention of sponsored products. The results tested in the integrated model indicate that multimedia exposure to the FIFA World Cup is likely to foster a social facilitation atmosphere which positively influences purchase intention.

Summary The FIFA World Cup and the Summer Olympics are the most prestigious major sporting events in the world, and host governments implement security measures to match this stature. While global concerns about terrorism have led to a dramatic upsurge in the extent of security measures, the perceived threat of urban crime is becoming an increasingly prominent cause for apprehension. This has been of particular importance to South Africa’s recent 2010 World Cup and for the unprecedented sequential hosting of both the 2014 World Cup and the 2016 Olympics in Brazil. In both contexts, security has been used as a statement of intent: the respective states have instrumentalized mega-events as an international platform to signal their ability to secure urban environments. This article will focus on a comparative study of areas in which the respective security preparations for the World Cup in Brazil have overlapped with the measures deployed in South Africa. Using examples of how Brazilian authorities have sought advice from their South Africa counterparts, it will suggest that both countries have adopted comparable risk aversion strategies.

Purpose – The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup sponsored products; and to compare the purchase intention of American and Korean spectators toward sponsoring products of the 2010 FIFA World Cup. The structural equation modeling (SEM) revealed that subjective norm and perceived behavioral control were predictors of purchase intention. Further, multiple group analysis revealed that the path coefficient between subjective norm and purchase intention for the two groups was significantly different. Design/methodology/approach – A self-administered questionnaire was developed to measure the four constructs of the theory of planned behavior (TBP) as well as demographic information. Upon completion of the psychometric properties test of the TPB, a SEM was conducted to examine the proposed hypotheses. The same fit indices as with the measurement model were adopted to evaluate the model fit. Finally, a multi-group analysis was conducted to examine if the proposed relationships are different based on nationality (American vs Korean samples). A comparison of χ2 value between unconstrained and constrained models was employed to assess whether the two groups are statistically different. Findings – SEM revealed that subjective norm and perceived behavioral control were predictors of purchase intention. In this study, a multi-group analysis was conducted to examine if the proposed relationships in our model are different based on nationality. As a result, we found that two groups (i.e. American vs Korean) exhibited notable differences in subjective norms in determining purchase intentions of the 2010 FIFA World Cup sponsored products. Originality/value – Sponsors for mega sporting events, like the FIFA World Cup, must develop global marketing plans that appeal to worldwide audiences. Sport marketers, therefore, need cross-cultural marketing analysis on equivalence and bias so that they better understand how spectators from different cultures behave after consuming the same event. Thus, application of the TPB in cross-cultural studies aimed at understanding consumer intention after spectating the FIFA World Cup would provide marketers with valuable information for the formation of global marketing strategies.