Difference in Interrelationship between Spectators’ Motives and Behavioral Intentions Based on Emotional Attachment

By Gi-Yong Koo, R. Hardin. Sport Marketing Quarterly, 2008

93 citations recorded by the source corpus.

The purpose of this study was to segment spectators based on emotional attachment toward team, university, coach, and player, and to examine whether different groups of people classified by emotional attachment demonstrate different interrelationships between motives and behavioral intentions in attending sporting events. The results revealed that the feasibility of two clusters is derived from emotional attachments and those two groups demonstrate different interrelationships between spectators’ motives and behavioral intentions, respectively. In conclusion, this study can provide a baseline for sport marketers (1) to develop a usable segmentation structure based on emotional attachment that delivers the intended message to the targeted sport consumers, and (2) to determine what strategies they need to adopt in order to retain their customers once motives for each segment have been uncovered.

Subfields: Marketing

View Paper: https://www.semanticscholar.org/paper/225296b0d70598aaa7e9a2cfa9b99eea967788a1

Citations in the corpus

• Measuring the Motives of Sport Event Attendance: Bridging the Academic-Practitioner Divide to Understanding Behavior (2009, unknown): “This work reverses the micro trend in sport consumer research that has led to the proliferation of scales and items to measure a list of factors comprehensive enough to capture a wide variety of individual characteristics (Koo & Hardin, 2008; Wann et al., 2008; Won & Kitamura, 2007).”