Motives and Points of Attachment: Fans versus Spectators in Intercollegiate Athletics
By Galen T. Trail, M. Robinson, Ronald J. Dick, Andrew J. Gillentine. Sport Marketing Quarterly, 2003
354 citations recorded by the source corpus.
Marketers have long acknowledged the importance of motives to game and event attendance. In addition, it is apparent that individuals attend for different reasons and identify with different aspects of the experience. Thus, we examined the relationships among motives and points of attachment in attendees at four college football games. We proposed three different models depicting these relationships to assist in segmenting fans from spectators. Results indicated that the best-fitting model showed three types of motives that are differentially associated with two general types of attachment (organizational identification and sport identification). This indicates two segments of attendees may exist, based on motives and points of attachment. Marketers need to determine if these segments exist in their attendees and plan marketing strategies accordingly.
Subfields: Economics and Econometrics, Gender Studies, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/8775e0971124cee76aacd9799c988aa5b876c964
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Citations in the corpus
- eSport vs. Sport: A Comparison of Spectator Motives (2018, neutral): “Sport management research has emphasized that motivation is a central predictor of sport consumption (Trail et al., 2003).”
- Rival conceptions of rivalry: why some competitions mean more than others (2015, neutral): “…comparison; if one’s team is unsuccessful in on-field competition against a rival, one often reorients one’s perspective to make relevant other attributes – such as cultural traits – that allow for favorable comparisons to enhance one’s identity (Bourdieu, 1985; Jones, 2000; Trail et al., 2003).”
- Constraints and Motivators: A New Model to Explain Sport Consumer Behavior (2010, methodology): “The final part consisted of two subscales with six items: a Merchandise Purchasing subscale modified from Trail et al. (2002) and an Attendance subscale modified from Trail et al. (2003).”
- Testing Models of Motives and Points of Attachment among Spectators in College Football (2009, positive): “Trail, Robinson, et al. (2003) showed that vicarious achievement, a fan motive, was related to identification with team, player, university, community, and coach while spectator motives (skill, aesthetics, knowledge, and drama) were associated with attachment to the type of sport and to the level…”
- Fans vs. Spectators: An Analysis of Those who Attend Intercollegiate Football Games (2005, neutral): “Again, the subscales were combined into the variables depicted by the Trail et al. (2003) model with the exception of identification with player, which was maintained as a separate variable.”
- Difference in Interrelationship between Spectators’ Motives and Behavioral Intentions Based on Emotional Attachment (2008, positive): “…utilized within the last decade and are thought to influence the fan attendance of women’s college bas-ketball (cf. Funk et al., 2002; Kwon & Trail, 2001; Lough & Kim, 2004; Mahony et al., 2002; Robinson et al., 2005; Swanson et al., 2003; Trail et al., 2000; Trail et al., 2003; Wann, 1995).”
- Consumer loyalty: the meaning of attachment in the development of sport team allegiance. (2006, background): “Level 2 outcomes such as star player and head coach related to the team have also been studied to assess their contribution to commitment or behavior (Trail et al., 2003).”
- Identity crisis: a theoretical analysis of ‘team identification’ research (2017, positive): “Discussing the creation of the TII recently, Trail et al. (in press, p. 4) explain that the scale developed from social identity theory before asserting that it provides a more accurate measure of role identity (e.g., I consider myself to be a "real" fan of the team).”