K. Byon, Kevin; Lee, Soonhwan; A. Baker, Thomas - In: Sport, Business and Management: An International Journal 4 (2014) 2, pp. 158-177
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...
