An Examination of Chinese Basketball Fans’ Perceptions of the Application of NBA Marketing Strategies



Gao, Chen

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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.



CBA Marketing, Chinese Basketball, NBA marketing, Fans' perceptions