Journal articles: 'Sport consumer behavior'

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Fujak, Hunter, Stephen Frawley, Heath McDonald, and Stephen Bush. "Are Sport Consumers Unique? Consumer Behavior Within Crowded Sport Markets." Journal of Sport Management 32, no. 4 (July 1, 2018): 362–75. http://dx.doi.org/10.1123/jsm.2017-0318.

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Sport consumers and markets have traditionally been thought to exhibit unique behaviors from traditional consumer products, particularly in respect to perceptions of loyalty. Yet, despite sport landscapes becoming increasingly crowded, there has been scant research measuring consumers’ repeat behavior in the context of the dense sports market. Through this research, we address this gap by applying Dirichlet modeling against the behaviors of 1,500 Australian sport consumers. Two questions are explored: First, do sport attendance markets exhibit purchase characteristics distinct from typical consumer markets? Second, do consumers treat sport leagues as complimentary or substitutable goods? The results provide evidence that consumer patterns within the sport attendance market are consistent to other repeat-purchase consumer markets. This finding further diminishes the long-held notion that sport requires unique methods of management. Furthermore, it was found that fans consume sport teams as complimentary products. As sport teams largely share their fans with other teams, practitioners must reorient their expectations around fan loyalty.

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Yoshida, Masayuki. "Sport Consumer Behavior." Japanese Journal of Sport Management 3, no. 1 (2011): 5–21. http://dx.doi.org/10.5225/jjsm.2011-002.

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Darvin, Lindsey, and Michael Sagas. "Objectification in Sport Media: Influences on a Future Women’s Sporting Event." International Journal of Sport Communication 10, no. 2 (June 2017): 178–95. http://dx.doi.org/10.1123/ijsc.2017-0022.

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Gendered processes in the sport industry often perpetuate male dominance and female inferiority. While these gendered occurrences have been well documented, the outcomes of such processes are underexplored. Under the guidance of objectification theory and the production–reception relationship, the authors investigated the influence of objectification in sports-media outlets’ coverage of a female sporting event for a national sample of U.S. consumers (N = 225). In addition, given the lack of coverage directed toward female sporting events, the current study investigated the influence of previous viewership on consumer behaviors for a future women’s sporting event. Findings suggest that processes of objectification influence both men’s and women’s consumer behaviors and that previous viewership influences future consumer-behavior motives. Furthermore, objectified images and language did not adversely affect future consumer behaviors for those who had previously viewed a similar women’s sporting event. Sport-media and communications professionals alike can leverage these relationships.

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Funk, Daniel, Daniel Lock, Adam Karg, and Mark Pritchard. "Sport Consumer Behavior Research: Improving Our Game." Journal of Sport Management 30, no. 2 (March 2016): 113–16. http://dx.doi.org/10.1123/jsm.2016-0028.

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Sport consumer behavior (SCB) research continues to grow in both popularity and sophistication. A guiding principle in much of this research has focused on the nature of sport-related experiences and the benefits sport consumers derive from these experiences. This emphasis has generated new knowledge and insights into the needs and wants of sport consumers. Although these efforts have contributed to the field’s understanding of SCB, the vast majority of this research has centered on psychological phenomena and the evaluative and affective components of these sport experiences. Approaches to this work have also narrowed, with SCB research predominately relying on cross-sectional studies and attitudinal surveys to collect information. This has resulted in limited findings that seldom account for how various situational or environmental factors might influence attitudinal data patterns at the individual and group level. This special issues seeks to deepen our understanding of SCB by providing seven papers that demonstrate or validate findings using multiple studies or data collections.

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Ko, Yong Jae, and Joon Sung Lee. "Experimental Research in Sport Consumer Behavior." Sport Marketing Quarterly 27, no. 4 (December 2018): 218–20. http://dx.doi.org/10.32731/smq.274.122018.01.

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Angosto, Salvador, Jerónimo García-Fernández, Irena Valantine, and Moisés Grimaldi-Puyana. "The Intention to Use Fitness and Physical Activity Apps: A Systematic Review." Sustainability 12, no. 16 (August 17, 2020): 6641. http://dx.doi.org/10.3390/su12166641.

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Recently the development of new technologies has produced an increase in the number of studies that try to evaluate consumer behavior towards the use of sports applications. The aim of this study is to perform a systematic review of the literature on the intention to use mobile applications (Apps) related to fitness and physical activity by consumers. This systematic review is a critical evaluation of the evidence from quantitative studies in the field of assessment of consumer behavior towards sport applications. A total of 13 studies are analyzed that propose models for evaluating the intentions to use fitness applications by sport consumers. The results revealed several key conclusions: (a) Technology Acceptance Model is the most widely used model; (b) the relationship between perceived utility and future intentions is the most analyzed; and (c) the most evaluated applications are diet/fitness. These findings could help technology managers to know the most important key elements to take into account in the development of future applications in sport organizations.

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Kim, Jong Rae, and Austin S. Na. "The Influence of Mentoring on Sport Commitment and Consumer Behavior Among Sports Center Consumers." Journal of Sport and Leisure Studies 45 (August 31, 2011): 295–304. http://dx.doi.org/10.51979/kssls.2011.08.45.295.

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Kim, Jun Woo, Marshall Magnusen, and Yu Kyoum Kim. "A Critical Review of Theoretical and Methodological Issues in Consumer Satisfaction Research and Recommendations for Future Sport Marketing Scholarship." Journal of Sport Management 28, no. 3 (May 2014): 338–55. http://dx.doi.org/10.1123/jsm.2013-0084.

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The purpose of this study is to provide a critical review of how consumer satisfaction research in the sport management and the nonsport literatures has developed over the past several decades, and, with that information, to propose a new comparison standard in the formation of sport consumer satisfaction. Though several alternative explanations of consumer satisfaction have been developed, expectancy-disconfirmation framework is the theoretical foundation most used in consumer satisfaction research. However, expectancy-disconfirmation theory does not allow researchers to fully assess the potential complexity of sport consumer satisfaction. Therefore, in addition to recommendations for improving the application of expectancy-disconfirmation, we also propose counterfactual thinking as an alternative comparison standard in determining sport consumer satisfaction. The proposed framework contributes to the literature on sport consumer behavior by illustrating how sport consumers use a “what might have been” rather than “what was” heuristic to explain satisfaction judgments with their sport consumption experiences.

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Zhou, Xiaochen, Daniel C. Funk, Lu Lu, and Thilo Kunkel. "Solving the Athleisure Myth: A Means-End Chain Analysis of Female Activewear Consumption." Journal of Sport Management 35, no. 1 (January 1, 2021): 81–93. http://dx.doi.org/10.1123/jsm.2019-0358.

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The athleisure phenomenon has initiated a fast-paced evolution in the activewear industry and challenged brands to design and market activewear that fulfills consumer needs. Existing sport consumer behavior research has neglected to understand the structural relationships that connect attributes of sport products with values of sport consumers to inform values-based product design and marketing strategies. The current research utilizes the means-end chain theory and its corresponding soft laddering method to investigate the activewear consumption experience of female consumers. Findings revealed means-end chain structural relationships connecting five product attributes to three end-state values through four consequences associated with activewear consumption. Findings extend the sport management literature by understanding how sport product attributes fit into abstract consumer values and drive practical implications to enlighten activewear design and marketing.

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Kunkel, Thilo, and Rui Biscaia. "Sport Brands: Brand Relationships and Consumer Behavior." Sport Marketing Quarterly 29, no. 1 (March 1, 2020): 3–17. http://dx.doi.org/10.32731/smq.291.032020.01.

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Kim, Yu Kyoum, Galen Trail, and Yong Jae Ko. "The Influence of Relationship Quality on Sport Consumption Behaviors: An Empirical Examination of the Relationship Quality Framework." Journal of Sport Management 25, no. 6 (November 2011): 576–92. http://dx.doi.org/10.1123/jsm.25.6.576.

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The importance of relationship quality in relationship marketing has been well documented; however, very little attention has been paid to the issues of relationship quality in sport consumer behavior contexts. We investigated the cognitive structure of relationship quality (RQ) constructs (Trust, Commitment, Intimacy, Identification, Reciprocity) by comparing a general-specific model to a hierarchical model. In addition we empirically tested the link between RQ and three sport consumer behavioral intentions: attendance, media consumption, and licensed merchandise consumption. The model comparison revealed that individual constructs reflected both the distinct aspects of the specific dimensions of relationship quality and the holistic nature of relationship quality, supporting a general-specific model. Results from the simultaneous equation model indicated that for sport consumers, relationship quality with the team explained 56% of the variance in intention to attend games, 75% of intention to consume sport media, and 66% of intention to purchase licensed merchandise.

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Kunkel, Thilo, Daniel Funk, and Brad Hill. "Brand Architecture, Drivers of Consumer Involvement, and Brand Loyalty With Professional Sport Leagues and Teams." Journal of Sport Management 27, no. 3 (May 2013): 177–92. http://dx.doi.org/10.1123/jsm.27.3.177.

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Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams from a consumers’ perspective. Online questionnaire data were gathered from football consumers (N= 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport brand architecture groups: league dominant, team dominant, and codominant. Findings of CFA, MANOVA, paired-samplettests, frequency analysis, chi-square and linear regression analysis revealed that leagues and teams were in a codominant relationship with one another. Results revealed the brand architecture of leagues and teams as perceived by consumers, provide a reliable and valid tool to segment sport spectators, and showcase the influence of external factors on consumer loyalty with a team. Suggestions for league and team management and marketing are presented to better leverage their brand relationship and increase consumer loyalty with both brands.

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Gârdan, Daniel Adrian, Iuliana Petronela Gârdan, Mihai Andronie, and Ionel Dumitru. "Sport Events Customers’ Behavior in the Light of Hedonic Consumption." International Journal of Marketing Studies 12, no. 3 (June 23, 2020): 26. http://dx.doi.org/10.5539/ijms.v12n3p26.

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Consumption of sport events has raised the specialists’ interest since it has become a global phenomenon, accessible to a large mass of consumers. At the same time, this consumption generates implications from an economic, social, and cultural point of view, in the countries/locations where various sport events have been organized, through the development of cultural and sport tourism. Sport event consumption belongs to the category of consumption acts that presume total implication apart from individuals and accordingly, their emotional involvement. This involvement is correlated on the one hand with the typology and the nature of needs and consumption motives underlying this consumption, and on the other hand with the more and more intensive promotion of these events and the easier participation access of consumers. Consumer involvement is a multidimensional construct, so the idea of an “involvement profile” is more appropriate to describe how the consumer relates to such products or services. The purpose of our paper is to clarify whether involvement within consumption for sport events customers is determining a specific behavior for the hedonic type of consumption also related to other categories of products or services. The consumption of sport events represents mainly a hedonic type of consumption correlated with a high level of emotional involvement during the consumption process, an involvement developed against the backdrop of the special role, and specific meaning that sport events can have at the level of individuals’ perception.

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Watanabe, Nicholas M., Grace Yan, and Brian P. Soebbing. "Consumer Interest in Major League Baseball: An Analytical Modeling of Twitter." Journal of Sport Management 30, no. 2 (March 2016): 207–20. http://dx.doi.org/10.1123/jsm.2015-0121.

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Understanding how consumers interact with sport brands on digital platforms is of increasing importance to the sport industry. In this study, through a nexus of consumer behavior and economic literatures, the examination focuses on consumer interest in major league baseball teams on social media platforms from July 2013 to June 2014. Specifically, two generalized least squares regression models were used that considered a variety of factors, including market characteristics, scheduling, and social media use and management. The findings display varying results of short- and long-term consumer interest in teams on Twitter. From this, important theoretical and practical understanding can be derived by considering consumer behavior in the automated “like economy” of social media.

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Kunz, Reinhard E., and James P. Santomier. "Sport content and virtual reality technology acceptance." Sport, Business and Management: An International Journal 10, no. 1 (September 25, 2019): 83–103. http://dx.doi.org/10.1108/sbm-11-2018-0095.

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PurposeNotwithstanding the dynamics of digital transformation and its relevance for revenue generation in the entertainment industry, empirical research that focused on consumer behavior at the intersection of sport content and media technology acceptance is limited. Virtual reality (VR) is a re-emerging and nowadays commercially available technology that impacts sport consumed through media. The purpose of this paper is to investigate the consumer acceptance of VR technology and highlight the effects of content quality and flow experience as influencing factors of behavioral intention.Design/methodology/approachBased on a literature review, the authors constructed and empirically tested a model that extends the unified theory of acceptance and use of technology (UTAUT2) by considering additional antecedent factors. Participants (N=570) in the empirical study viewed sport content via VR technology (Sport VR) and completed a survey before and after viewing. The authors conducted factor analysis and structural equation modeling.FindingsThree UTAUT2 influencing factors, i.e., performance expectancy, social influence and hedonic motivation, showed significant effects. Furthermore, flow and content quality had positive indirect effects. Thus, the quality of sport content and the state of flow that users experience when immersed in a VR environment are relevant factors that determine the performance expectations of consumers and their Sport VR usage intention.Originality/valueThis empirical study contributes to knowledge on consumer acceptance of a hedonic technology in a sport media context. Moreover, two factors extended the established UTAUT2 model.

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Shapiro, Stephen L., Lynn L. Ridinger, and Galen T. Trail. "An Analysis of Multiple Spectator Consumption Behaviors, Identification, and Future Behavioral Intentions Within the Context of a New College Football Program." Journal of Sport Management 27, no. 2 (March 2013): 130–45. http://dx.doi.org/10.1123/jsm.27.2.130.

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The growth of college sport over the last several years, combined with increased competition for the sport consumer dollar, has created a need to understand spectator consumption behavior. In addition, the impact of a new football program can generate interest that influences future spectator spending decisions. Using identity theory as a framework, the current study examined the differential effects of past sport consumer behaviors on various future sport consumer intentions within the context of a new college football program. Consumption intentions included attendance, sponsor support, and merchandise purchases. Furthermore, this investigation helped to determine how much variance past behaviors would explain in behavioral intentions after controlling for nine points of attachment. Data were collected from spectators of a Football Championship Subdivision (FCS) football program located in the Mid-Atlantic region. The findings suggest past behavior predicted future intentions; however, the amount of variance explained varied dramatically depending on specific past behaviors and points of attachment. These results can help sport marketers develop strategies to capitalize on the interest generated through new athletic programs.

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Naraine, Michael L., Norm O'Reilly, Nadège Levallet, and Liz Wanless. "If you build it, will they log on? Wi–Fi usage and behavior while attending National Basketball Association games." Sport, Business and Management: An International Journal 10, no. 2 (March 31, 2020): 207–26. http://dx.doi.org/10.1108/sbm-02-2019-0016.

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PurposeAlthough sports fans have increased their use of digital media to consume sport, especially at professional sport venues, it is unknown the extent to which patrons of said venues are utilizing venue services for these activities. As such, this study asks: (1) How much data do patrons at a sports venue consume via the provided Wi–Fi? and (2) What types of online activity behaviors do Wi–Fi users at sports venues exhibit?Design/methodology/approachThis empirical study reports stadia Wi–Fi data usage and consumer behavior from three National Basketball Association venues in the United States: Amway Center in Orlando, FL, Barclays Center in Brooklyn, NY and Target Center in Minneapolis, MN, over a course of 7 games per venue.FindingsThe findings suggest that Wi–Fi usage is more limited than anticipated. Users who do utilize the venue Wi–Fi do so for very short periods, with the vast majority of user duration lasting between 1 and 10 min. Additionally, the halftime period of games experiences the peak of Wi–Fi usage.Originality/valueBy increasing our understanding of Wi–Fi usage in venues, this study informs relationship marketing theory research and contributes to the sport management literature. Practically, a better knowledge of Wi–Fi usage is critical, as it constitutes a critical antecedent to develop online marketing strategies.

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Lee, Donghun, and Galen Trail. "The Influence of Personal Values and Goals on Cognitive and Behavioral Involvement in Sport." Journal of Sport Management 25, no. 6 (November 2011): 593–605. http://dx.doi.org/10.1123/jsm.25.6.593.

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This exploratory study examined the relationships among personal values, life goals, and individuals’ cognitive and behavioral involvement in sport. Multiple regression analyses revealed that personal values and goals explained a small to large amount of variance in General Sport Fanship (28%), Team Identification (28%), Televised Sports Viewership (19%), Game Attendance (13%), Internet Use specific to Sport (13%), Sport Listenership (12%), Sport Merchandise Purchasing (9%), and Sport Readership (8%). Comprehending the practical implications of identifying personal values, and in some cases personal goals, that influence cognitive loyalty and sport consumer behavior might improve sport marketers’ abilities to predict various types of sport involvement.

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Hyatt, Craig, Shannon Kerwin, Larena Hoeber, and Katherine Sveinson. "The Reverse Socialization of Sport Fans: How Children Impact Their Parents’ Sport Fandom." Journal of Sport Management 32, no. 6 (November 1, 2018): 542–54. http://dx.doi.org/10.1123/jsm.2017-0263.

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While the sport fan literature suggests that it is common for parents to socialize their children to cheer for specific sports and teams, recent literature proposes that children can socialize their parents into changing the parents’ sport fandom in a process sociologists and consumer behavior researchers refer to as reverse socialization. To ascertain whether children can socialize and influence their parents’ sport fandom, 20 sport fan parents were interviewed. Evidence of reverse socialization was found in 15 of the participants, manifesting itself in ways that can be categorized as either developing new or additional fandom, or changing one’s behaviors or attitudes towards their existing fandom. However, further exploration of the data suggests that future research reexamine the term “reverse socialization,” as we do not see this as a directionality of influence, but as children as socializing agents.

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Ditizio, Amber A. "Fantasy Sports and Gambling in Sport." Journal of Electronic Commerce in Organizations 14, no. 4 (October 2016): 52–65. http://dx.doi.org/10.4018/jeco.2016100104.

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Modern sports/media complex may be the result of complex inactions of communication technologies, social developments, and the increased sophistication of businesses in understanding the intrinsic and extrinsic aspects of consumer behavior. From the promotion options of print media, television and radio, to the self-engaging aspects of Internet sport coverage and gaming, the spectator is rapidly becoming an integral part of the branding process. Media, especially fantasy sports, has transcended the traditional roles of television's function as agents of exposure to engagement and personal involvement in athletic contest and its merchandising. Although the media aspect may been neglected in sports research, media research traditionally has considered sports too popular for traditional research. This paper explores some of the major topics for research that combines sports and newer forms of media exploitation for marketing purposes.

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Zhang, Yi, and Kevin K. Byon. "Push and pull factors associated with the CTTSL game events between on-site and online consumers." International Journal of Sports Marketing and Sponsorship 18, no. 1 (February 6, 2017): 48–69. http://dx.doi.org/10.1108/ijsms-04-2016-0007.

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Purpose The purpose of this paper is to examine the push and pull factors associated with the consumption of Chinese Table Tennis Super League (CTTSL) game events by online audiences and on-site attendants. Design/methodology/approach Conducting a comprehensive review of literature and a test of content validity, a questionnaire was formulated to assess push and pull motives, event consumption, and sociodemographic variables. A total of 433 CTTSL event consumers, including 225 respondents who primarily followed CTTSL game events via television and webcasting and 208 respondents who primarily consumed the events by attending live game events. Findings Structural equation modeling analyses revealed that for online consumers, two push factors, self-esteem and drama excitement, were found to be positively related to the event consumption factors; whereas, social interaction and sport performance factors were found to be negatively predictive of event consumption factors. For on-site consumers, none of the push and pull factors were found to be related to the consumption factors. Research limitations/implications These results indicate that unlike research findings derived in other research settings mainly conducted in Western countries, push and pull factors are more functional for online CTTSL consumers who are of comparatively stronger fandom level, which are likely affected by CTTSL’s contemporary operations. Originality/value Enriching the dual process theory through examining its applicability in studying sport consumer behavior, from both perspectives of internal and external motivations; applying theories and research findings of internal and external motivations that have primarily been derived in Western countries into a professional sport setting in China; identifying unique and diverse perspectives of professional table tennis consumers in China between online and on-site consumers; contrary to the findings derived in Western countries, the motivational factors are more functional for online CTTSL consumers who are of comparatively stronger fandom level, which are likely affected by CTTSL’s contemporary operations; and conducting micro-perspective analyses to study Chinese sport consumer behaviors, which has rarely been done in contemporary scholarly inquiries in China.

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Wesana, Joshua, Joachim J. Schouteten, Evi Van Acker, Xavier Gellynck, and Hans De Steur. "On consumers’ use, brand preference and equity of sports nutrition products." British Food Journal 122, no. 2 (December 5, 2019): 635–54. http://dx.doi.org/10.1108/bfj-08-2019-0589.

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Purpose While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands. Design/methodology/approach A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereby, a three-dimensional consumer-based brand equity (CBBE) model was applied. Findings Both the socio-demographic (gender, age, education and employment status) and sport profile (frequency, context, reasons and sports nutrition advice) had a significant influence on respondents’ likelihood to use sports nutrition products. For brand preference, the effect of sport and socio-demographic profile was only partially confirmed, with advice and frequency of sport participation being most influential. Furthermore, users’ brand equity was shown to be positively affected by brand quality and brand loyalty, while the impact of brand awareness/associations was not significant for all brands. Research limitations/implications Insights in the role of the sport and socio-demographic profiles contribute to the understanding of general and brand-specific sports nutrition use. The insignificance of brand awareness/associations for Brand A points to the notion of other implicit factors that possibly mask or transform the effect of brand awareness, yet do not influence brand quality and loyalty. Future theory development could integrate the CBBE model with other explanatory determinants related to consumer (health) behavior theories, or consumer perceptions on marketing efforts, while brand equity measurement could be extended with financial measures. Practical implications Variations in the impact of brand equity dimensions further lend support for the diversification of marketing strategies in the sports nutrition sector. Originality/value This study is one of the first to examine the customer market of sports nutrition products and brands.

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Hur, Youngjin, Yong Jae Ko, and Joseph Valacich. "A Structural Model of the Relationships Between Sport Website Quality, E-Satisfaction, and E-Loyalty." Journal of Sport Management 25, no. 5 (September 2011): 458–73. http://dx.doi.org/10.1123/jsm.25.5.458.

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The Internet website has become an effective marketing vehicle for sport organizations. The purpose of this study was to examine theoretical relationships between key variables of online sport consumption behavior such as sport consumers’ perceptions of sport website quality, satisfaction, and behavioral loyalty to the websites. In addition, the mediating effect of e-satisfaction between website quality and e-loyalty was examined. The results of data analyses using structural equation model tests revealed that loyalty to a sport team’s website was more likely to occur as sport fans developed positive perceptions and satisfaction with the website. The results also suggested that consumer e-satisfaction is an important mediating variable between sport website quality and e-loyalty.

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Putra, I. Wayan Govinda Gotama, and Gede Sri Darma. "MENAKAR STRATEGI GOVINDA SPORT MENYIKAPI PERUBAHAN PERILAKU KONSUMEN DARI KONVENSIONAL KE ONLINE SHOPPING." E-Jurnal Manajemen Universitas Udayana 10, no. 7 (July 12, 2021): 714. http://dx.doi.org/10.24843/ejmunud.2021.v10.i07.p05.

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The purpose of this study is to determine the right strategy in dealing with changes in consumer behavior from conventional to online shopping, conducted at Govinda Sport Denpasar. This research uses qualitative methods with descriptive approach. Data collected through in-depth interviews and using Zoom. The informans were determined by purposive sampling. The results show that online shopping provides time efficiency, more product variants and better communication however, consumer cannot see physical condition of the goods directly and the risk of goods being damaged during delivery. Govinda Sport has implemented Marketing Mix strategy in conventional and online stores but the profit obtained from online business are still far less, this is due to the low level of sales and there is no staff who have expertise in digital marketing. The management should hire digital marketing expert, doing promotions on Instagram and encouraging consumers to purchase through online store in marketplace. Keywords: consumer behavior, marketing strategies, online shopping, marketing mix

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Inoue, Yuhei, and Aubrey Kent. "Sport Teams as Promoters of Pro-Environmental Behavior: An Empirical Study." Journal of Sport Management 26, no. 5 (September 2012): 417–32. http://dx.doi.org/10.1123/jsm.26.5.417.

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The purpose of this study was to explain the process of how a sport team could induce consumers to engage in proenvironmental behavior. Building on Kelman’s (1958, 1961, 2006) internalization perspective, this study demonstrated that positive environmental practices by a team increased consumer internalization of the team’s values. In turn, this increased internalization mediated the relationship between environmental practices and proenvironmental behavior measured by two behavioral intentions: intention to support the team’s environmental initiative and intention to engage in proenvironmental behavior in daily life. The results of this study contribute to the literature by highlighting the significant role of internalization. This research further provides a significant insight into the social impacts of sport organizations.

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Kim, Jun Woo, Marshall Magnusen, and Hyun-Woo Lee. "Existence of Mixed Emotions During Consumption of a Sporting Event: A Real-Time Measure Approach." Journal of Sport Management 31, no. 4 (July 2017): 360–73. http://dx.doi.org/10.1123/jsm.2016-0215.

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Investigating the existence of mixed emotions within a sport consumer behavior context is the purpose of this study. Two experimental studies with a 4 (game outcome) × 2 (response format) mixed model analysis of covariance were implemented. The authors tested concurrence of two opposite emotions in Study 1 by asking subjects to complete an online continuous measure of happiness/sadness. Subjects reported more mixed emotions while watching a conflicting game outcome, such as a disappointing win and relieving loss, than during a straight game outcome. In Study 2, real-time-based measures of sport consumer emotions appear to have greater validity than recall-based measures of sport consumer emotions. Subjects with real-time-based measures were less likely to report a straight loss as positive and a straight win as negative than those with the retrospective measure. This study provides evidence of mixed emotions; specifically, happiness and sadness can co-occur during sports consumption.

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Madichie, Nnamdi O. "Sharjah Football Club (UAE): still kings?" Emerald Emerging Markets Case Studies 1, no. 4 (October 1, 2011): 1–11. http://dx.doi.org/10.1108/20450621111190205.

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TitleSharjah Football Club (UAE): still kings?Subject areaBusiness & ManagementStudy level/applicabilityThis case is suitable for senior students taking marketing courses from marketing communications, marketing research and consumer behavior. Other students including postgraduate students on international business, strategic management and CSR courses may also benefit and/or partake in the discussions. Last and most importantly sports marketing students would find this case useful. The case study can be taken from a range of angles from consumer behavior, through researching of the same (i.e. consumer behavior); to marketing communications strategies by the football clubs themselves.Case overviewThe case study documents the growth and development of the UAE Professional Football League using the particular case of one of the oldest teams, Sharjah Football Club (also known as Sharjah FC) founded in 1966 – five long years before the Football Association was conceived.Sports marketers have long sought to better understand the factors that influence attendance at sporting events. This is couched upon the expectations that an understanding of such factors will improve the efficiency of marketing communication between service providers and consumers, and, as Cunningham and Kwon put it, possibly influence the entire marketing program of a sport organisation. Attracting people to the stadium not only increases ticket revenues but also increases supplementary revenue sources, such as parking, concessions and merchandising.Expected learning outcomesTo understand key aspects of the consumption of sports (i.e. consumer perceptions, attitudes and influences). Readers would also understand the changing aspects of marketing of sports vis‐à‐vis sports marketing.Supplementary materialsTeaching notes and www.fifa.com/associations/association=uae/nationalleague/standings.html

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Kim, Yu Kyoum, and Galen Trail. "A Conceptual Framework for Understanding Relationships Between Sport Consumers and Sport Organizations: A Relationship Quality Approach." Journal of Sport Management 25, no. 1 (January 2011): 57–69. http://dx.doi.org/10.1123/jsm.25.1.57.

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Sport consumers are increasingly discontented and disconnected with sport organizations and researchers have advocated a fundamental shift in sport marketing from a traditional exchange paradigm to a relationship paradigm. Relationship quality is critical to understanding sport consumer-organization relationships because it can: (a) render a platform to organize wide-ranging relational constructs; (b) provide insight into evaluating relationship-marketing effectiveness; and (c) diagnose and address problems in relationships. Therefore, we propose a conceptual framework of sport consumer-organization relationship quality that consists of three main components. First, we specify that relationship quality consists of five distinct but related relational constructs (trust, commitment, intimacy, self-connection, and reciprocity). Second, we suggest that relationship quality influences word of mouth, media consumption, licensed-product consumption, and attendance behaviors. Finally, we argue that psychographic factors such as relationship styles, relationship drive, and general interpersonal orientation are moderators, as well as demographic factors such as age, gender, ethnicity, region, and income.

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Park, Seong-Hee, Daniel F. Mahony, Yukyoum Kim, and Young Do Kim. "Curiosity generating advertisements and their impact on sport consumer behavior." Sport Management Review 18, no. 3 (August 2015): 359–69. http://dx.doi.org/10.1016/j.smr.2014.10.002.

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Kunkel, Thilo, Daniel Funk, and Ceridwyn King. "Developing a Conceptual Understanding of Consumer-based League Brand Associations." Journal of Sport Management 28, no. 1 (January 2014): 49–67. http://dx.doi.org/10.1123/jsm.2011-0153.

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Existing research has primarily focused on sport teams as brands, overlooking the branding of professional sport leagues. Professional sport leagues are required to build and leverage their brand associations to be sustainable and to help affiliated teams. This study integrated existing team brand association research with brand architecture literature to examine league brand associations from a consumer perspective. A freethought listing pilot test (N= 22) was followed by semistructured interviews (N= 26) to uncover 17 brand associations linked with professional sport leagues. Online questionnaires among consumers of four sport leagues in Australia (N= 1182) were used to support 17 distinct identified league brand associations. One samplettests and correlation analyses empirically revealed that 17 league brand associations were linked with attitudinal and behavioral outcomes related to sport leagues. Finally, ANOVAs identified that some league brand associations differed between four leagues as perceived by consumers, reflecting league specific characteristics.

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Baker, Bradley J., Jeremy S. Jordan, and Daniel C. Funk. "Run Again Another Day: The Role of Consumer Characteristics and Satisfaction in Repeat Consumption of a Sport-Related Experience Product." Journal of Sport Management 32, no. 1 (January 1, 2018): 38–52. http://dx.doi.org/10.1123/jsm.2017-0042.

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The authors investigated the influence of consumer characteristics (prior race experience, gender, age, education, family structure, and area of residence) on event satisfaction and the satisfaction–repeat participation link in the context of a long-distance running event. Based on a survey of runners (N = 3,295) combined with registration data from two races, results suggest characteristics that commonly influence satisfaction in nonsport contexts fail to demonstrate similar effects in participant sport events. Results provide evidence that first-time marathon participation and variety-seeking behavior specific to running represent meaningful predictors of decreased future event participation behavior. Evidence is provided of a linear satisfaction–behavior relationship. In addition, the impact of using behavioral intention as a proxy for behavior in academic research is examined, indicating that caution must be observed regarding inherent differences between the constructs. Results from the current study provide sport organizations with a better understanding of why consumers make repeat purchases of sport-related experience products.

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Stevens, Julie, Anna Lathrop, and Cheri Bradish. "Tracking Generation Y: A Contemporary Sport Consumer Profile." Journal of Sport Management 19, no. 3 (July 2005): 254–77. http://dx.doi.org/10.1123/jsm.19.3.254.

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In response to the recent impact of Generation Y in the sport marketplace, this researach article examines the association between consumer behavior preferences and two segmentation variables, gender and physical activity level, for an adolescent segment (ages 14-17 years) of Canadian Generation Y youth. Questionnaire results from a sample of 1,127 respondents yielded data related to various consumer preferences for sporting goods purchases. These factors include purchase decision making, price, frequency, location, and product features. Results indicate an association among Generation Y, gender, and physical activity level with respect to a number of consumer preferences related to sport footwear, apparel, and equipment. Discussion and implications address how sport marketers might interpret the consumer profile results according to both age and cohort perspectives.

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Kim, Yu Kyoum, and Galen Trail. "Constraints and Motivators: A New Model to Explain Sport Consumer Behavior." Journal of Sport Management 24, no. 2 (March 2010): 190–210. http://dx.doi.org/10.1123/jsm.24.2.190.

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This study focused on developing a model to explain relationships among constraints, motivators, and attendance, and empirically test the proposed model within the spectator sport context. The proposed model explained 34% of variance in Attendance. Results showed that Attachment to the Team, an internal motivator, entered first and explained approximately 21% of the variance in attendance. Lack of Success, an internal constraint, entered next and explained almost 10% additional variance. Leisure Alternatives, an external constraint entered next and explained an additional 3%. The ability to properly evaluate constraints and motivators gives sport marketers the opportunity to more effectively serve existing fans, as well as attract new fans.

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Watanabe, Nicholas M., Grace Yan, Brian P. Soebbing, and Ann Pegoraro. "Is There Economic Discrimination on Sport Social Media? An Analysis of Major League Baseball." Journal of Sport Management 31, no. 4 (July 2017): 374–86. http://dx.doi.org/10.1123/jsm.2016-0244.

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Prior studies have investigated consumer-based economic discrimination from a number of contexts in the sport industry. This study seeks to further such a line of inquiry by examining consumer interest in Major League Baseball players on the Twitter platform, especially considering the emergence of social media at the forefront of consumer behavior research. Specifically, the analysis uses six regression models that take into account an array of factors, including player characteristics, performance, market size, and so forth. Results reveal that when controlling for all other factors, Hispanic players receive significantly less consumer interest on social media than their counterparts, while Asian pitchers receive more. These findings yield critical insights into tendencies of sport consumer biases on digital platforms, assisting the development of an equal and efficient sport marketplace for stakeholders.

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Yoshida, Masayuki, Jeffrey D. James, and J. Joseph Cronin. "Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior." Sport Management Review 16, no. 1 (February 2013): 68–84. http://dx.doi.org/10.1016/j.smr.2012.03.003.

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Nakanishi, Junji. "A study on the theory of consumer complaint behavior in sport management : Toward a model of consumer complaint behavior." Taiikugaku kenkyu (Japan Journal of Physical Education, Health and Sport Sciences) 39, no. 2 (1994): 77–89. http://dx.doi.org/10.5432/jjpehss.kj00003392013.

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Chelladurai, P. "A Classification of Sport and Physical Activity Services: Implications for Sport Management." Journal of Sport Management 6, no. 1 (January 1992): 38–51. http://dx.doi.org/10.1123/jsm.6.1.38.

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A classification of sport and physical activity services based on two dimensions is presented. The first dimension is the type and extent of employee involvement in the production of services—consumer, professional, and human services. The second dimension is the four sets of client motives for participation in sport and physical activity—pursuit of pleasure, skill, excellence, and health/fitness. A combination of these two dimensions yields six classes of sport and physical activity services: consumer pleasure, consumer health/fitness, human skills, human excellence, human sustenance, and human curative. The managerial implications emerging from the proposed model are outlined with reference to programming, organizing, staffing, and leading in organizations delivering sport and physical activity services.

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Kim, Joon Kyoung, Holly Overton, Kevin Hull, and Minhee Choi. "Examining public perceptions of CSR in sport." Corporate Communications: An International Journal 23, no. 4 (October 1, 2018): 629–47. http://dx.doi.org/10.1108/ccij-05-2018-0060.

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PurposeThe purpose of this paper is to investigate how the public views two corporate social responsibility (CSR) initiatives practiced by a Major League Baseball (MLB) team. This study examined the role of perceived fit between an MLB team and its two CSR initiatives in shaping consumers’ intentions to support the team’s CSR efforts.Design/methodology/approachA between-subjects experiment (n=207) was conducted using Amazon’s Mechanical Turk to examine the impact of CSR fit on consumers’ patronage intentions.FindingsThe results of this study showed that consumers’ perceived fit between sports teams and their CSR has a positive impact on consumers’ patronage intentions. The values-driven and strategic-driven attributions of the team’s CSR initiatives were positively associated with their patronage intentions.Research limitations/implicationsBoth the values-driven and strategic-driven attributions were positively associated with consumers’ patronage intentions, while previous studies suggested negative association between strategic-driven attributions and consumer behaviors. The findings indicate that consumers do not view professional sports teams’ strategic-driven CSR initiatives to be negative business practices. This could result from the fact that CSR initiatives have become a prevalent and expected organizational practice.Originality/valueThis study contributes to the literature of CSR within the context of professional sports teams as corporations. The findings of this study suggest that professional sports teams could benefit from CSR initiatives when the teams select social causes with which consumers could infer values-driven and strategic-driven attributions.

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Ross, Stephen D., Keith C. Russell, and Hyejin Bang. "An Empirical Assessment of Spectator-Based Brand Equity." Journal of Sport Management 22, no. 3 (May 2008): 322–37. http://dx.doi.org/10.1123/jsm.22.3.322.

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Few studies in the branding literature have approached brand equity from the sport perspective, and even fewer studies focus on the construct from the consumer viewpoint. The purpose of the current research was to empirically test the spectator-based brand equity (SBBE) model. Using a sample from professional basketball consumers, the results of the study show that the 49-item, 13-construct model has a reasonable fit to the data. The study extends the understanding of sport brand equity from the consumer perspective by presenting empirical support for the model. Several managerial implications are offered as a result of the findings.

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Mortimer, Gary, Syed Muhammad Fazel-e-Hasan, Kathleen A. O’Donnell, and Judi Strebel. "Measuring the experience of off-price fashion shopping: scale development and validation." Journal of Fashion Marketing and Management: An International Journal 22, no. 4 (September 10, 2018): 454–75. http://dx.doi.org/10.1108/jfmm-01-2018-0005.

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Purpose Off-price fashion retailers are expected to dominate the retail sector over the next five years. Surprisingly, selling excess designer labels, in what some describe as a disorganized manner, appeals to certain shoppers who enjoy the “thrill of the hunt.” Recent research conceptualized consumers, whose motivation for, and outcomes from, fashion shopping set them apart from previously reported shopper types. Referred to as “Sport Shoppers,” they view fashion shopping as an achievement domain. The purpose of this paper is to quantify such shoppers through the development of a valid psychometric scale. Design/methodology/approach Four studies, comprising depth interviews and online surveys, across two countries were employed to develop a three-dimensional scale of the sport shopping experience. Factor analyses and structural equation modeling were used to analyze and test a theoretically hypothesized model. Findings Study 1 generated items aligned to the three theoretical dimensions of the sport shopping experience. Study 2 confirmed reliability and factor structure of the psychometric scale. Study 3 provides evidence of convergent and discriminant validity with previous shopper types. Finally, Study 4 demonstrates nomological validity through a theoretically hypothesized model of the sport shopping experience. Originality/value This is the first study to employ achievement goal theory in a consumer behavior context to delineate an emergent shopper type. The developed scale is the most comprehensive, multi-dimensional measure of the experience of this new consumer type. As such, it represents a valuable contribution to fashion retail and consumer behavior literature. The scale enables practitioners to quantify target markets and identify relationships to other factors, such as overall satisfaction and brand repurchase intentions.

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Mehdi, Mokhalles M. "Sports Sponsorship Development Company: Image and Creating Competitive Advantage." Ushus - Journal of Business Management 12, no. 4 (September 9, 2013): 83–99. http://dx.doi.org/10.12725/ujbm.25.5.

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Companies are using sports-sponsorship to enhance the image of their products and to create competitive advantage in the market in-terms of uniqueness. Considering the example of competitive advantage, Nike in design, FedEx in quick delivery, and Wal-Mart in low price, the objective of the study is to investigate the effect of sport-sponsorship technique on brand image and the competitive advantage. In addition, the study will identify the relationship between celebrity endorsements and how the endorsements have an impact on buying behavior. The study covers both the primary investigation and secondary literature review. Data was collected with help of structured questionnaire and analyzed by using several statistical techniques such as Chi-Square test, Paired t-Test and Regression analysis (used to identify the relationship between sports celebrity endorsements and buying behavior).Research has indicated that live broadcast of sport sponsorship gets the favour of the respondent. Research has revealed that companies should prefer advertising as a sport-sponsorship technique to increase the brand awareness. Findings of the study indicate that for advertising, companies need to be cautious while selecting other medium of sponsorship. The study concludes that there is a relationship between sports celebrity endorsement and consumer buying behavior.

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Manouchehri, Jasem, Mehrzad Hamidi, Nasrolah Sajadi, and Habib Honari. "Designing a Qualitative Model of Doping Phenomenon Effect on Sport Marketing in Iran." PODIUM Sport, Leisure and Tourism Review 5, no. 2 (August 1, 2016): 120–36. http://dx.doi.org/10.5585/podium.v5i2.179.

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There are a number of factors affecting consumers' purchase behavior. It is believed that celebrities can affect companies' sale positively or negatively by transferring their image to the endorsed brand product. Regardless of positive effects, scandal, transgression, and any kind of misbehaviors may destroy sponsor companies' economics. The present paper mainly aimed to explore the effect of doping phenomenon on sport marketing. Qualitative data collecting from eighteen in-depth interviews with undergraduate students of the college of physical education and sport sciences of Islamic Azad University-Central Tehran Branch (IAUCTB) were analyzed in three phases: open coding, axial coding, and selective coding. 297 open codes were achieved by 18 interviews. Grouping and comparing axial codes in each case, all identified codes were divided in five groups: brand image (athlete and endorsed product brands images), moral reasoning (moral coupling, moral decoupling, and moral rationalization), consumer behavioral consequences (word of mouth, purchase intention, and brand loyalty), attitude change (attitudes change toward athlete and brand), and moral emotions (moral evaluation, contempt, anger, disgust, and sympathy). The proposed qualitative model for the effect of doping phenomenon on sport marketing in Iran illustrated that moral emotions and product brand image affected by the doped athlete brand image and it resulted in attitudes change toward endorser athlete and endorsed brand and negative consumer behavioral consequences, however, moral reasoning strategies emerged by cognitive dissonance might protect consumers behavior from negative effects.

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Samoggia, Antonella, and Tommaso Rezzaghi. "The Consumption of Caffeine-Containing Products to Enhance Sports Performance: An Application of an Extended Model of the Theory of Planned Behavior." Nutrients 13, no. 2 (January 24, 2021): 344. http://dx.doi.org/10.3390/nu13020344.

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Caffeine is the most-used psychoactive substance in the world. About 80% of the world’s population consumes caffeine every day, including athletes and lifestyle users. Thus, it is important to understand the consumer drivers of caffeine-containing beverages and food. This research study aims to explore consumers’ behaviors, perceptions, attitudes, and drivers towards caffeine-containing products to enhance sports performance. The research applies the Theory of Planned Behavior (TPB) in order to understand consumers’ behavior, extended with utilitarian aspects for a comprehensive understanding of consumers’ behavior and attitudes. We interviewed consumers with the support of Qualtrics online software. The data were then processed with SPSS (statistical analysis software). The data elaboration includes a multivariate linear regression model to analyze the consumers’ intention to consume caffeine to enhance the sports performance, and to explore consumers’ preference of marketing leverages for this product category. The results contribute to an understanding of consumers’ consumption and purchasing behavior towards caffeine, and support the validity of the extended TPB to develop a more comprehensive picture of consumer behavior. Consumers have a positive attitude towards caffeine-containing products to enhance sports performance. The main consumer behavior drivers are subjective norms and utilitarian aspects. The present research results may support companies in the development of caffeine-containing products to enhance sports performance.

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Jensen, Jonathan A., Brian A. Turner, Jeffrey James, Chad McEvoy, Chad Seifried, Elizabeth Delia, T. Christopher Greenwell, Stephen Ross, and Patrick Walsh. "Forty Years of BIRGing: New Perspectives on Cialdini’s Seminal Studies." Journal of Sport Management 30, no. 2 (March 2016): 149–61. http://dx.doi.org/10.1123/jsm.2015-0340.

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Published 4 decades ago, “Basking in Reflected Glory: Three (Football) Field Studies” (Cialdini et al., 1976) is the most influential study of sport consumer behavior. This article features re-creations of Studies 1 and 2, exactly 40 years after the original publication. The results of Study 1 were reproduced, with participants more than twice as likely to wear school-affiliated apparel after wins and 55% less likely after losses. The study also extends the BIRGing literature in its investigation of the influence of gender and the effect’s salience over time. Study 2’s results were not reproduced. However, study participants were significantly more likely to use first-person plural pronouns, providing further empirical evidence of BIRGing behaviors. This article makes a novel contribution to the sport consumer behavior literature by advancing the study of one of the field’s most foundational theories and serving as an impetus for future investigations of BIRGing motivations.

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Watanabe, Nicholas Masafumi, Ann Pegoraro, Grace Yan, and Stephen L. Shapiro. "Does rivalry matter? An analysis of sport consumer interest on social media." International Journal of Sports Marketing and Sponsorship 20, no. 4 (November 4, 2019): 646–65. http://dx.doi.org/10.1108/ijsms-07-2018-0070.

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Purpose Previous research on rivalry games in sport has predominantly focused on understanding the nature of these games and their effects on consumer behavior. As such, the purpose of this paper is to conduct an empirical examination to provide better theoretical and empirical understanding of how rivalries may impact the posting of content online. Design/methodology/approach This research utilizes Twitter data measuring the number of posts by individuals about college football teams to model how often fans create content during game days. The models in this study were estimated using fixed-effects panel regressions. Findings After controlling for a number of factors, including the type of rivalry game, results indicate fans post more during traditional rivalries. Furthermore, newer rivalry games had less impact on the amount of content posted about a team. Practical implications The findings from this research provide sport marketers with important information regarding fan use of digital platforms. Notably, the results suggest rivalries can help to boost the volume of content individuals post about a team, indicating these games provide teams with an opportunity to maximize their engagement with fans and focus on key marketing objectives. Originality/value To date, there has been little examination considering whether rivalries affect behaviors in the digital realm. Therefore, the current investigation is one of the first studies to examine how rivalries impact social media behavior.

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Kwak, Kwangchul, and Koo Won Suh. "The Influence of Sport Fan Service Events on Consumer Perception and Behavior." Treatise on The Plastic Media 23, no. 3 (August 31, 2020): 154–62. http://dx.doi.org/10.35280/kotpm.2020.23.3.18.

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Ryu, Dong Soo, and Ji Young Kim. "The Impact of the Sport Consumer Behavior by the Relationship between of a Fantasy Sport Users` Use Motivation and Sport Fandom." Journal of Sport and Leisure Studies 54 (December 31, 2013): 425–38. http://dx.doi.org/10.51979/kssls.2013.12.54.425.

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Funk, Daniel C., Lynn L. Ridinger, and Anita M. Moorman. "Understanding Consumer Support: Extending the Sport Interest Inventory (SII) to Examine Individual Differences among Women's Professional Sport Consumers." Sport Management Review 6, no. 1 (May 2003): 1–31. http://dx.doi.org/10.1016/s1441-3523(03)70051-5.

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Mills, Brian M., Steven Salaga, and Scott Tainsky. "NBA Primary Market Ticket Consumers: Ex Ante Expectations and Consumer Market Origination." Journal of Sport Management 30, no. 5 (September 2016): 538–52. http://dx.doi.org/10.1123/jsm.2015-0230.

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We add to the recent ticket market literature by using a unique, disaggregated, and proprietary data set of primary market ticket sales transactions from a National Basketball Association team that includes previously unavailable information on date of purchase, customer location, and other consumer demographics. We find that local and out-of-market fans differ in their total purchase amounts, with out-of-market fans spending more than local consumers, on average, and differential spending effects based on the home team win probability. In particular, this differential behavior has important implications for Rottenberg’s uncertainty of outcome hypothesis. We find evidence that interest in visiting team quality dominates interest in perceived contest uncertainty, fitting the reference-dependent preference model in the context of low local team quality. Further, these findings also have important implications related to market segmentation and dynamic ticket pricing in professional sport.

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Pritchard, Mark P., and Daniel C. Funk. "The formation and effect of attitude importance in professional sport." European Journal of Marketing 44, no. 7/8 (July 27, 2010): 1017–36. http://dx.doi.org/10.1108/03090561011047508.

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PurposeCurrent research has largely overlooked importance as a meta‐attitude consumers develop from related judgments. Drawing from observations by consumer theorists and attitude strength researchers, the present study seeks to investigate the formation and effect of attitude importance in an experiential setting, spectator sport.Design/methodology/approachThe study adapts a stimulus‐response framework to conduct a structural examination of attitude importance. The investigation includes a multi‐stage sampling procedure that distributed surveys to spectators attending five professional sport matches (n=370).FindingsPath analysis of a multiple indicator‐multiple cause (MIMIC) model revealed that perceptions of technical and functional aspects of the service experience fuel a meta‐attitude of importance. When evident in dual judgments of product interest and brand importance, the construct is able to play a significant role in patron responses.Research limitations/implicationsThese findings offer insight on the nature of importance and its role in moderating spectator behavior. Support for the structural sequence also holds implications for researchers interested in delineating other strong attitudes. However, study findings are limited to hedonic service consumers and await replication in other product settings.Practical implicationsPractical implications consider different mixes of dual judgments and strategies organizations might use to leverage a meta‐attitude of importance in their patrons. Examples of scenario‐based challenges to managing this disposition in the sport industry and in other consumer contexts are discussed.Originality/valueDespite early attention by marketing practitioners on the importance of individual product features, explanations of how a larger meta‐attitude forms and affects customers are rare. The study developed a MIMIC model and used path analysis to address the matter.

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Journal articles on the topic 'Sport consumer behavior'

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