Abstract
This paper examines the relationships between the ethnic characteristics of the sports service provider and consumers' evaluations of perceived qualifications and the reliability of the service provider as well as intentions to purchase services from the given provider. Using Tajfel's social identity theory as theoretical support, we have investigated the hypothesized stereotype relationships using empirical data. Results indicate that consumers have more favourable opinions and have higher purchase intentions when the ethnic profile of the provider matches the general perceptions of that group. Implications for research and practice are discussed.
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