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How best to measure connection to a team: team identification, brand attitude/loyalty, consumer lifestyle or interest level?

How best to measure connection to a team: team identification, brand attitude/loyalty, consumer... The purpose of this study was to compare four different consumer pathway models based on identity theory, attitude/loyalty theory, lifestyle theory and hierarchy of effects theory, each with associated instruments measuring connection to the team.Design/methodology/approachThe authors did a two-study analysis, first collecting data from people aware of an NFL team (N = 218) and then an MLS team (N = 209) to determine which connection item performed better.FindingsThe authors found that the Consumer Pathway for Sport Fandom based on the hierarchy of effects theory and its associated interest measurement item performed better than the other three frameworks and items. The Interest item shared the most variance with games attended, games intending to attend, games watched via media and games intending to watch via media.Originality/valueThe Consumer Pathway for Sport Fandom represents the entire consumer spectrum from non-aware consumers all the way up to die-hard sports fans. This pathway will allow sport marketers to track their consumers from initial awareness of the product or service all the way through the brand relationship to ultimate loyalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

How best to measure connection to a team: team identification, brand attitude/loyalty, consumer lifestyle or interest level?

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References (50)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1464-6668
DOI
10.1108/ijsms-06-2023-0118
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study was to compare four different consumer pathway models based on identity theory, attitude/loyalty theory, lifestyle theory and hierarchy of effects theory, each with associated instruments measuring connection to the team.Design/methodology/approachThe authors did a two-study analysis, first collecting data from people aware of an NFL team (N = 218) and then an MLS team (N = 209) to determine which connection item performed better.FindingsThe authors found that the Consumer Pathway for Sport Fandom based on the hierarchy of effects theory and its associated interest measurement item performed better than the other three frameworks and items. The Interest item shared the most variance with games attended, games intending to attend, games watched via media and games intending to watch via media.Originality/valueThe Consumer Pathway for Sport Fandom represents the entire consumer spectrum from non-aware consumers all the way up to die-hard sports fans. This pathway will allow sport marketers to track their consumers from initial awareness of the product or service all the way through the brand relationship to ultimate loyalty.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Mar 19, 2024

Keywords: Team identification; Brand attitude/loyalty; Consumer lifestyle; Interest level

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