Positive stereotype effects on perceived performance: Consumers' evaluation of ethnic differences among sports service providers

Oscar W. DeShields, Ali Kara

Research output: Contribution to journalArticlepeer-review

Abstract

This paper examines the relationships between the ethnic characteristics of the sports service provider and consumers' evaluations of perceived qualifications and the reliability of the service provider as well as intentions to purchase services from the given provider. Using Tajfel's social identity theory as theoretical support, we have investigated the hypothesised stereotype relationships using empirical data. Results indicate that consumers have more favourable opinions and have higher purchase intentions when the ethnic profile of the provider matches the general perceptions of that group. Implications for research and practice are discussed.

Original languageEnglish (US)
Pages (from-to)203-222
Number of pages20
JournalInternational Journal of Sport Management and Marketing
Volume8
Issue number3-4
DOIs
StatePublished - Dec 2010

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management
  • Management Science and Operations Research
  • Marketing

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