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A conceptual approach to classifying sports fans

Kenneth A. Hunt (Associate Professor of Marketing, Fort Lewis College, Durango, Colorado, USA)

Terry Bristol (Assistant Professor of Marketing and Advertising, University of Arkansas at Little Rock, Arkansas, USA)

R. Edward Bashaw (Assistant Professor of Marketing, University of Arkansas at Little Rock, Arkansas, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 December 1999

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Abstract

Develops a classification or typology of the sports fan. Specifically, contends that five different types of sports fans exist: temporary, local, devoted, fanatical, and dysfunctional. The need exists to identify the different types of fans due to the inadequacies of past theories to explain the totality of fan behavior. The usefulness of the typology is demonstrated by offering specific segmentation strategies for each classification. Finally, directions for future research are presented.

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Hunt, K.A., Bristol, T. and Bashaw, R.E. (1999), "A conceptual approach to classifying sports fans", Journal of Services Marketing, Vol. 13 No. 6, pp. 439-452. https://doi.org/10.1108/08876049910298720

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MCB UP Ltd

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A conceptual approach to classifying sports fans

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