Sport Marketing Quarterly · 2003 · 306 citations · 21 references
Social SciencesMarketingMarketing ManagementAudience StudiesEvent ManagementRelationship MarketingEvent MarketingFan ReceptionFan StudiesFandom StudiesAudience AttachmentSport Event Marketing
Marketers recognize that motives drive game attendance and that individuals attend for varied reasons and identify with different aspects of the experience. The study examined the relationships among motives and points of attachment in attendees at four college football games. The authors proposed three models depicting these relationships to aid in segmenting fans from spectators. The best‑fitting model revealed three motive types linked to two attachment types—organizational and sport identification—suggesting two attendee segments that marketers should consider when planning strategies.
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.
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Review of Psychometric theory (2nd ed.).
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