Emerging Trends and Innovation in
Sports Marketing and
Management in Asia
Ho Keat Leng Nanyang Teihnological University, Singapore
Noah Yang Hsu Aletheia University, Taiwan
A volume in the Advances in Marketing, Customer BUSINESS SCIENCE Relationship Management, and E-Services Heferevwe/ (AMCRMES) Book Series An imprint of IGI Global Table of Contents
Foreword by Paul Jonson xvi
Foreword by Ruth M. Crabtree xviii
Preface xix
Acknowledgment xxv
Section 1 Sports Marketing
Chapter 1 The Roles of Sports Sponsorship and Brand Management in Global Sports Marketing 1 Kijpokin Kasemsap, Suan Sunandha Rajabhat University, Thailand
Chapter 2 Views on Sports Sponsorship in Singapore 22 Lyon Lai Mun Wai, Republic Polytechnic, Singapore
Chapter 3 Branding through Sponsorship-Linked Marketing: A Gase of Chinese Sports Apparel and Equipment Brand "Li Ning" 44 Luke Lunhua Mao, University ofNew Mexico, USA James Zhang, University of Georgia, USA
Chapter 4 A Path Analytic Model of the Relationship between Event Involvement and Sponsors Recall 66 Anish Yousaf, Lovely Professional University, India Anil Gupta, University ofJammu, India
Chapter 5 A Gase Study of Sport Marketing Strategy of Mercuries Taiwan Masters Invitational Golf Tournament 2012 82 Vnno Hsu. Aletheia University, Taiwan Section 2 Sports Development
Chapter 6 The Asian Sports Market: Should It Be Revisited by Turkish Football Clubs? 97 Metehan Igneci, Yasar University, Turkey Emel Kursunluoglu Yarimoglu, Yasar University, Turkey
Chapter 7 The Influenae of Sports Fan Ethnocentrism on Major League Baseball Game Viewing Behavior: A Cross-Cultural Study of Korea and Taiwan 114 Weisheng Chiu, Yonsei University, Korea Jung-Sup Bae, Yonsei University, Korea Doyeon Won, Yonsei University, Korea
Chapter 8 Rationalizing Sport Spectatorship: Analysis of Fan Behaviour in S-League 130 Shankar Selvam, Asia Pacific School of Sports and Business, Singapore
Chapter 9 Participant Perception of the Foreign Sports Talent (FST) Scheme 161 Clement Chan, Republic Polytechnic, Singapore
Chapter 10 Opportunities and Challenges in Wake Sports in Taiwan 179 Chiung-Tzu Lucetta Tsai, National Taipei University, Taiwan
Chapter 11 Promoting an Asian Sport to the World: The Case of Taekwondo 192 Min KU Kim, Troy University, USA James J.Zhang, University of Georgia, USA
Section 3 Sociology of Sports
Chapter 12 Football in Singapore: A Global, Historical, and Social Phenomenon 206 Ken Peh, Nanyang Technological University, Singapore
Chapter 13 Hosting the Youth Olympic Games: The Pioneers from Singapore 219 Nick Aptin, National Institute ofEducation, Singapore Chapter 14 Strategie« for the Development of Life Skills and Values through Sport Programmes: Review and Recommendations 241 Koon Teck Koh, Nanyang Technological University, Singapore Martin Camire, University of Ottawa, Canada
Section 4 Sports Management
Chapter 15 Perceived Importance and Extent of Implementation of Volunteer Management Practices: Comparison between National Sports Associations and Event Management Companies 258 Huijing Huang, Nanyang Technological University, Singapore Wai Cheong Eugene Chew, Nanyang Technological University, Singapore Koon Teck Koh, Nanyang Technological University, Singapore
Chapter 16 Coach Education and Learning: Singapore's Story 275 Koon Teck Koh, Nanyang Technological University, Singapore Wai Cheong Eugene Chew, Nanyang Technological University, Singapore
Chapter 17 Incorporate Environmental Protection into the Olympic Games: The Case of the Beijing Green Olympics 289 Liyan Jin, University of Florida, USA James J. Zhang, University of Georgia, USA
Compilation of References 309
About the Contributors 347