Global marketing of Formula One: Local variations and geocentric marketing mix

Formula One has gained worldwide popularity, yet its success does not necessarily trickle down to the hosting cities. This study attempts to apply the A-B-C-D paradigm of global consumer behaviour into sport marketing and identifies differences among fan’s perception to marketing mixes and their intention to come back in three different hosting cities (i.e., Korea, China, and the US). Findings and discussion will help both researchers and practitioners to better comprehend and optimize their geocentric marketing strategies.