Abstract
We investigated the level of Chinese soccer fans' satisfaction with the development of professional soccer in China on the basis of their attention to, and involvement with, the Chinese Football Association Super League (CSL) and its teams. Research participants (N = 926) were spectators at CSL games who responded to a questionnaire. Results revealed that the attention consumers paid to, and their involvement with, the CSL were negatively related to their satisfaction with the league's operation and marketing. These findings contradict existing theories and beliefs that positive consumer cognition leads to positive consumer affect, indicating the presence of serious issues associated with the CSL administration. The failings of the CSL are discussed.
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