Sport consumer typologies: A critical review

Stewart, B, Smith, A and Nicholson, M 2003, 'Sport consumer typologies: A critical review', Sport Marketing Quarterly, vol. 12, no. 4, pp. 206-216.


Document type: Journal Article
Collection: Journal Articles

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Title Sport consumer typologies: A critical review
Author(s) Stewart, B
Smith, A
Nicholson, M
Year 2003
Journal name Sport Marketing Quarterly
Volume number 12
Issue number 4
Start page 206
End page 216
Total pages 11
Publisher Fitness Information Technology Inc
Abstract The desire to understand the behavior of sport consumers has been a long-standing goal for sport marketers. This paper critically examines models of sport consumption by undertaking a comparative analysis of the major works completed to the present time. It is suggested that while past works have identified important motivational and behavioral differences, they frequently provide only partial explanations of sport consumer behavior. They are often constrained by an overemphasis on social-psychological traits, and give only limited attention to the cultural and economic context in which behaviors take place. Moreover, they rarely explain how fans might move between different segments, or how relationships with sport teams are formed in the first place. Sport consumer research will be enhanced by a more holistic analysis of values and beliefs that illuminates some of the more shadowy aspects of sport consumer formation, commitment, identity, and game attendance patterns.
Subject Sport and Leisure Management
Copyright notice © 2003 Fitness Information Technology Inc; West Virginia University, All Rights Reserved
ISSN 1061-6934
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