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- Title
Reaching Hispanic Fans: Professional Sports' Use of Spanish Language on the Internet.
- Authors
Bodey, Kimberly J.; Judge, Lawrence W.; Steward, Marshall; Gobel, Tamara
- Abstract
With buying power exceeding $850 billion and tendencies toward brand loyalty, Hispanic consumers are a desirable market. Yet, at a time when North American professional sport leagues and teams have expanded to international territories to increase revenue, market share, and fan base, it is worthwhile to study the extent leagues and teams reach fans at home. This exploratory, descriptive study found MLB and MLS, more than other sport leagues, incorporated the Spanish language into league and team websites. There was much variability across websites particularly in big league markets with the largest as well as the fastest growing Hispanic populations.
- Subjects
CONSUMER research; CONSUMER behavior; BRAND loyalty; ATHLETIC leagues; FANS (Persons); SPANISH language; INTERNET
- Publication
ICHPER-SD Journal of Research in Health, Physical Education, Recreation, Sport & Dance, 2009, Vol 4, Issue 1, p58
- ISSN
1930-4595
- Publication type
Article