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Full-Text Articles in Business
Augmented Reality In Sport Marketing: Uses And Directions, Chad Goebert
Augmented Reality In Sport Marketing: Uses And Directions, Chad Goebert
Faculty and Research Publications
The augmented reality (AR) market is expected to grow to $60.55 billion by 2023 and there are currently an estimated 4.2 billion AR-capable devices in the hands of consumers. Experts believe that sport is a high-value market for AR as it is uniquely positioned to utilize AR in multiple marketing contexts (Haber, 2019). The COVID-19 pandemic has accelerated the rate at which sport organizations are utilizing AR as they attempt to reach fans and consumers that are limited or restricted from attending events in person. This article introduces augmented reality to sport managers and practitioners and defines AR, detailing how …
The Expanded View Of Individualism And Collectivism: One, Two, Or Four Dimensions?, Jennifer L. Priestley, Kamal Fatehi, Gita Taasoobshirazi
The Expanded View Of Individualism And Collectivism: One, Two, Or Four Dimensions?, Jennifer L. Priestley, Kamal Fatehi, Gita Taasoobshirazi
Faculty and Research Publications
Recent research to analyze and discuss cultural differences has employed a combination of five major dimensions of individualism–collectivism, power distance, uncertainty avoidance, femininity– masculinity (gender role differentiation), and long-term orientation. Among these dimensions, individualism–collectivism has received the most attention. Chronologically, this cultural attribute has been regarded as one, then two, and more recently, four dimensions of horizontal and vertical individualism and collectivism. However, research on this issue has not been conclusive and some have argued against this expansion. The current study attempts to explain and clarify this discussion by using a shortened version of the scale developed by Singelis et …