Abstract:
The National Basketball Association (NBA) is currently the world's most advanced,
most globalized basketball league, with many highly successful marketing techniques.
Meanwhile, although the Chinese Basketball Association (CBA) has made great
progress and has some achievements since its establishment, there are still many
problems in the current marketing development of CBA. There are many marketing
techniques that the CBA can learn from the NBA. The purpose of this research is to
assess CBA fans’ attitudes toward the NBA’s marketing techniques. A cross-sectional
survey design was used to assess Chinese basketball fans’ attitude toward CBA and
NBA’s marketing techniques. A survey link was sent to Baidu Tie Ba - basketball Bar,
China's largest basketball fan gathering website. SPSS was used to conduct a paired
sample t-test and ANOVAs to see if the different demographic segments influenced
fans’ perceptions of the application of NBA marketing techniques in the CBA.
