Attitudes of youth toward purchasing from sponsors: a cross-cultural perspective.

ABSTRACT This study evaluates consumer attitudes toward sports sponsorships in Southern Europe (Greece), North America (USA), and East Asia (Korea), by examining team identification and attitudes toward buying from sponsors. North Americans have the most positive attitudes toward buying from sponsors. Fans that are highly identified with a specific sports team have the most favorable attitudes toward buying from sponsors, independent of country of origin. Americans have a stronger degree of team identification than Greeks and Koreans. Implications of the findings are discussed.