This empirical study evaluates how perceived brand globalness and localness of the J.League, affect viewing intentions of its audience worldwide. It further offers recommendations on how to develop and strengthen the intention to watch the J.League through marketing communications efforts.
The Socceroos, the Australian national team, have shown great spirit and talent in the first two group matches of the FIFA World Cup 2014. Unfortunately, that passion and spirit did not result […]
Comparison of social media interactions with fans and followers of FC Tokyo, Monterrey Rayados and FC Spartak Moscow
Many people on the web have been complaining about the lack of online media engagement and information output by J.League clubs, and soon the assumption was made that J.League clubs do not […]