Summary of cognitive, affective, and behavioural outcomes of consuming prestigious sports events

Moital, Miguel; Bain, Amy M.; Thomas, Harriet

doi:10.1016/j.smr.2018.10.003

Cited by 18 publications

(7 citation statements)

References 72 publications

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“…Many sportsfan studies focus on behavioural loyalty only (e.g. Biscaia et al, 2016;Moital et al, 2019;Theodorakis et al, 2013;Yoshida et al, 2014). However, fan loyalty requires an examination beyond behavioural traits by also involving the attitudinal component of loyalty (e.g.…”

Section: Theoretical Framework 21 Fan Loyaltymentioning

confidence: 99%

“…The importance of the stadium experience, brand colours, history and other fans cannot be overlooked (e.g. attending a prestigious sports event can make them feel positive emotions; Moital et al, 2019). Given the lack of excitement in the A-League's stadium experience, stemming in part from the code's administrators curtailing some traditional in-game supporter groups and activities, along with a lack of history and tradition, the findings of this study suggest establishing a strong TBI (i.e.…”

Section: Practical Implicationsmentioning

confidence: 99%

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Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement

Jin

Rosenberger

Sweeney

2020

APJML

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PurposeThe purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the team as factors influencing attitudinal and behavioural soccer (football) fan loyalty, with enduring involvement with the team as a moderator.Design/methodology/approachA convenience sample of Australian A-League soccer fans completed a paper-and-pencil, self-administered survey to evaluate their team on the focal constructs. A total of 207 participants were recruited from a major Australian east-coast university.FindingsUsing partial least squares-structural equation modelling (PLS-SEM), the study found that fan engagement influences both team brand image and cumulative fan satisfaction, while team brand image also influences cumulative fan satisfaction, and both of these constructs influence attitudinal loyalty and behavioural loyalty. The moderating role of enduring involvement was also found for two relationships: team brand image → attitudinal loyalty and team brand image → behavioural loyalty, along with a mediating role of attitudinal loyalty.Originality/valueThis study increases our understanding of the reasons why soccer fans are committed to and exhibit fan-related behaviours for a team, thus contributing to the sports-marketing literature on the relationships amongst fan engagement, team brand image, cumulative fan satisfaction, attitudinal loyalty and behavioural loyalty, along with the moderating role of enduring involvement. The findings also assist sports-marketing practitioners to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.

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Section: Theoretical Framework 21 Fan Loyaltymentioning

confidence: 99%

Section: Practical Implicationsmentioning

confidence: 99%

Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement

Jin

Rosenberger

Sweeney

2020

APJML

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“…Emotion and affect is strongly related to sport consumption (Moital et al, 2019) and responses such as positive emotions, product engagement, and happiness can be outcomes of consuming sport (Doyle et al, 2016;Jang et al, 2019). Emotional responses can be activated in specific sport consumption settings, such as attending a game live in person (Cho and Lee, 2019), engaging in traditions such as rivalries (Limbach et al, 2019), or following one's favorite athlete (Chang et al, 2018).…”

Section: Affective Outcomesmentioning

confidence: 99%

Affective Outcomes of Membership in a Sport Fan Community

Mastromartino

Zhang

2020

Front. Psychol.

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In this mini-review, we shed light on the important, yet under researched topic area in sport management -understanding the role that emotion plays for members of sport fan communities. Much research has been done on the relationship between sport organization and fan; yet, far more needs to be discussed on how the sense of community fans feel lead to affective outcomes and consumption behaviors. With an understanding of the affective outcomes resulting from a connection between fans, sport organizations can use the knowledge to develop promotional procedures and nurture their fan community in an effort to grow their fan base and elevate consumption behavior. The aim of this mini-review is to (a) draw attention to the value of sport fan communities and (b) highlight areas in which sport organizations can build marketing strategies. As it is necessary for sport organizations to better understand the role emotion plays in the consumer behavior of their fans, more attention needs to be paid in understanding the affective benefits of membership in a sport fan community.

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“…Purchase intention represents a customer's willingness to buy a product and/or service (Wu et al, 2015). It tends to be influenced by several factors, some of which have previously been studied, such as perceived image (Calvo-Porral & Lang, 2015), the role of emotions (Bagozzi, Belanche, Casaló, & Flavián, 2016;Moital, Bain, & Thomas, 2019), the influence of color (Kim & James, 2016), and age (Bouchet, Bodet, Bernache-Assollant, & Kada, 2011). According to Bagozzi et al (2016), consumer purchase intention arises from rational and emotional factors, which in turn stimulate the product acquisition process.…”

Section: Theoretical Framework Intention To Purchase Products In Team...mentioning

confidence: 99%

Antecedents of Fan Purchase Intention for Team Color Products

Neto

Mainardes²,

Monte-mor³

2022

CBR

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Purpose: This study sought to identify the influence of satisfaction, loyalty, subjective norms, and team image on fans’ purchase intention for products in the team colors.Methods: A survey was conducted with 301 soccer fans, and the results were analyzed with PLS.Findings: The results suggest that the more satisfied a fan is with the team, the greater the influence of the opinion of third parties on them and the greater their loyalty to the team, and hence a greater intention to purchase products in the team’s colors. Regarding the relationship between team image and purchase intention, although the relationship was significant, the sign was negative, indicating an opposite trend in the relationship. In addition, the team's image did not influence the fan's loyalty.Managerial Contributions: Colored product companies do not necessarily need to license team products, but instead focus their sales efforts on products with the team's colors when they recognize the preferences of soccer fans.Originality: The novelty of this study is linked to its consideration of fan purchase intention for the team colors. Another justification is the possibility of clarifying the antecedents of fan purchase intention for products in the team’s colors from the constructs of team image, satisfaction, and behavioral loyalty.

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Summary of cognitive, affective, and behavioural outcomes of consuming prestigious sports events

Cited by 18 publications

References 72 publications

Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement

Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement

Affective Outcomes of Membership in a Sport Fan Community

Antecedents of Fan Purchase Intention for Team Color Products

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