Sport Identity and Sport Marketing: An American Study - Ayim, Emmanuel
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Numerous studies have been done on sport consumption behavior among spectators. However, few studies have been done on participant consumption behavior and no research has focused on soccer participant identity. The purpose of this study is to examine soccer identity among youth soccer players, including their level of identity as a soccer participant, soccer spectator and fan. Additionally, identity development of youth soccer participants relative to MLS (Major League Soccer) marketing efforts of soccer is investigated.

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Produktbeschreibung
Numerous studies have been done on sport consumption behavior among spectators. However, few studies have been done on participant consumption behavior and no research has focused on soccer participant identity. The purpose of this study is to examine soccer identity among youth soccer players, including their level of identity as a soccer participant, soccer spectator and fan. Additionally, identity development of youth soccer participants relative to MLS (Major League Soccer) marketing efforts of soccer is investigated.
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Autorenporträt
A rising scholar, Emmanuel Ayim has been a professional soccer player, a teacher, and an advisor. Dr. Ayim earned his PhD in Sports Education and Leadership from Univ. of Nevada Las Vegas in 2009. During his playing days he starred at the Univ of Dayton, and represented the USA at the U-20 level. He is a devoted husband and a father of three.