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Michelle Harrolle, Galen Trail, Ariel Rodriguez and Jeremy Jordan

The sport marketing field has neglected to study the Latino population despite escalating amounts of consumer research within the marketing literature focusing on this market segment. Therefore, the purpose of our study was to examine the potential predictors of conative loyalty (i.e., purchase intentions) of the Latino fan by testing the Model of Sport Spectator Conative Loyalty (Model B) on a Latino sample. In addition, we wanted to compare the relationships within the model between Latinos and Non-Latinos to study the potential differences between the two market segments. The participants were Latino (n = 127) and Non-Latino (n = 186) attendees of a professional Major League Baseball game in the Southeastern United States. Even though the model results were very similar for both groups, differences do exist between Latinos and Non-Latinos in terms of specific sport consumer behavior relationships (e.g., BIRGing and CORFing on Conative Loyalty).

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R. Douglas Manning

The Los Angeles Football Club (LAFC) will begin play in 2018 as a new franchise in Major League Soccer (MLS). LAFC will replace Chivas USA as the second MLS franchise in the Los Angeles area. Chivas USA competed in 10 seasons of MLS, beginning with the 2005 season. Chivas USA was modeled after its parent organization, Club Deportivo Guadalajara (otherwise known as Guadalajara or Chivas Guadalajara) of the first-division Mexican League. MLS is highly regarded for its diversity initiatives, and Chivas USA was to focus on reaching the large Hispanic/Latino audience in the Los Angeles area. The club played alongside the Los Angeles Galaxy, one of MLS’s inaugural franchises, in the Home Depot Center (now StubHub Center) in Carson, California.

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Meg G. Hancock, Lindsey Darvin and Nefertiti A. Walker

age from 18 to 28. There were a total of 171 undergraduate student participants, 113 males and 58 females, along with 24 graduate-level participants, 12 males and 12 females. Racial representation included participants that were 75.9% White ( n  = 148), 13.3% Black ( n  = 26), 7.2% Hispanic or Latino

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Jörg Vianden and Elizabeth A. Gregg

students of color (including students who identified as African American, Latino/Latina, Asian, and as biracial or multiracial). A further breakdown of identity was not possible due to Family Educational Rights and Privacy Act restrictions at the research site. The value of diverse environments in sport

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Christopher R. Barnhill, W. Andrew Czekanski and Adam G. Pfleegor

identified as White were the largest group of respondents ( n  = 221, 66.4%), followed by Black ( n  = 84, 25.2%), Asian ( n  = 5, 1.5%), Hispanic or Latino ( n  = 3, 0.9%), and Native American ( n  = 2, 0.6%). Two students (0.6%) declared their race as other and eight (2.4%) chose not to respond

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Khalid Ballouli

Koufax becoming the game’s first Jewish stars. The chapter further discusses the dramatic increase in African American, Latino, and Asian major players following significant steps to bring down barriers for these groups. Case studies abound, from the San Francisco Giants signing Juan Marichal out of the

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Zachary W. Arth, Darrin J. Griffin and Andrew C. Billings

all professional baseball players are Latinos ( Elk & Moreno, 2018 ), indicating that, when also accounting for other countries, more than half of all minor league baseball players are not from the United States. Thus, while immigration issues continue to make headlines in the form of border walls and

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Carrie W. LeCrom, Brendan Dwyer and Gregory Greenhalgh

. ( 2018 ). What is ethnography? Can it survive? Should it? Ethnography and Education, 13 ( 1 ), 1 – 17 . doi:10.1080/17457823.2017.1298458 10.1080/17457823.2017.1298458 Harrolle , M. , & Trail , G.T. ( 2007 ). Ethnic identification, acculturation and sports identification of Latinos in the

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Shaun M. Anderson and Matthew M. Martin

realm with underresourced Latino and Black youth. I think that they will come along and eventually become life-long fans through our programs.” In addition, some program managers explained that former African American MLB players were tired of seeing non-Black kids play the game of baseball. In regard

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Akira Asada, Yong Jae Ko and Wonseok (Eric) Jang

was male. The average age of the participants was 38.37 years ( SD  = 12.93). The majority of the participants were White (86.3%), followed by African American (5.3%), Asian (5.3%), Hispanic/Latino (2.1%), and other (1.0%). Manipulation check To test whether the manipulations successfully affected the