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Examining the behavioral manifestations of fan avidity in sports marketing

Examining the behavioral manifestations of fan avidity in sports marketing Purpose – The sports industry is one of the fastest growing business sectors in the world today and its primary source of revenue is derived from fans. Yet, little is known about fans' allocation of time, effort, and/or financial expenditures in regard to the sports they care so desperately about. The purpose of this paper is to explore the multidimensional aspects of such manifestations of fan avidity and examine the nature of heterogeneity of such expressions. Design/methodology/approach – Data were collected from a student sample of football fans from a well‐known US university. Findings – In total, 35 different expressions of fan avidity are developed related to how fans follow and support their favorite team. A spatial choice multidimensional scaling model is developed to uncover four latent dimensions of fan avidity expression. Originality/value – The managerial aspects of these empirical findings are provided, and the authors suggest several directions for future research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Modelling in Management Emerald Publishing

Examining the behavioral manifestations of fan avidity in sports marketing

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1746-5664
DOI
10.1108/17465661111112511
Publisher site
See Article on Publisher Site

Abstract

Purpose – The sports industry is one of the fastest growing business sectors in the world today and its primary source of revenue is derived from fans. Yet, little is known about fans' allocation of time, effort, and/or financial expenditures in regard to the sports they care so desperately about. The purpose of this paper is to explore the multidimensional aspects of such manifestations of fan avidity and examine the nature of heterogeneity of such expressions. Design/methodology/approach – Data were collected from a student sample of football fans from a well‐known US university. Findings – In total, 35 different expressions of fan avidity are developed related to how fans follow and support their favorite team. A spatial choice multidimensional scaling model is developed to uncover four latent dimensions of fan avidity expression. Originality/value – The managerial aspects of these empirical findings are provided, and the authors suggest several directions for future research.

Journal

Journal of Modelling in ManagementEmerald Publishing

Published: Mar 22, 2011

Keywords: United States of America; Sports; Consumer behaviour

References