Consumer in Sports: Fan typology analysis

Samra Balwant and Wos Anna ()
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Samra Balwant: Coventry University
Wos Anna: Coventry University

Journal of Intercultural Management, 2014, vol. 6, issue 4-1, 263-288

Abstract: Sport fan loyalty is important to attain within a culturally rich and global audience as loyal sport fans are unique consumers. The ability to adequately understand what motivates the sports consumer is an important requirement for sport managers. This paper proposes that a greater understanding of fandom will contribute to a better understanding of the concept of loyalty. Although there is research regarding typology of fans and loyalty, but even within sport advocates group there may be sub-categories that can explain loyalty behaviour further. This research analyses types of sport fans in different disciplines in the UK, as an example of diverse society to explore factors determining category of fans.

Keywords: consumer; sport; fan typology (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:joinma:v:6:y:2014:i:4-1:p:263-288:n:19

DOI: 10.2478/joim-2014-0050

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