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In sports consumer behaviour literature only a small amount of variance in attendance is explained by motives. One possible explanation for this is the existence of a third factor which moderates this relationship between the motives and attendance. Individuals who strongly identify with a sports team demonstrate distinctly different behavioural patterns from weakly identified individuals. Identification may, therefore, serve as a moderator. Accordingly, two hypotheses are generated: (a) the relationship between motives and attendance intention ranges from weak to moderate; and (b) the overarching construct of Identification (Team Identification) moderates the influence of motives on attendance intention. Participants were 207 United States of America National Collegiate Athletic Association (NCAA) Division IA student-subjects. Instrumentation includes measures of motivation, points of attachment and attendance intention. Through hierarchical Confirmatory Factor Analysis, regression analyses and latent variable scores approach, the results largely support both hypotheses.

Although the understanding of both positive and negative factors influencing sports consumption is essential, previous research has mainly focused on motivators. The purpose of this study was to examine three different models of constraints and motivators that influence attendance: a correlated model, a hierarchical model and a moderated model. Twenty factors were identified and classified into four main categories. The results indicated that 16 out of 20 motivators and constraints had a significant relationship with attendance in the theoretically expected direction.

Transformative marketing provides a way to encourage positive behaviors. This approach can be applied to community intervention organizations, such as the Special Olympics. Such organizations bring services to provide activity, healthy eating, proper healthcare and caretaker education. This study examines one campaign of the 2018 Special Olympics USA Summer Games focusing on health and wellness.

The authors surveyed caretakers about these campaigns including their attitudes toward health and wellness and other basic psychographics (i.e. needs/values) to inform a transformative marketing campaign directed to engaging the caretakers.

The hierarchical regression shows us is that all the variables combined explain 26.9% of intentions to help their athlete eat as healthily as possible, with needs/values explaining the most variance, even after all of the other variables are in the model. The authors discuss their results and the practical applications of their findings to improve transformative marketing campaigns to achieve desirable social outcomes through the Special Olympics.

The authors identified what variables uniquely contributed to the intention by caretakers of ID athletes to engage in health and wellness campaigns that benefit their athletes. Future research can apply the results to developing similar sustainability (environmental, social or economic) campaigns using transformative marketing perspectives that will more positively benefit target markets in and through sport.

Sports management and marketing research has failed to study the dimensions of Latino sports consumption behaviour and fan identification. This research examined the relationships among ethnic identity, acculturation, identification with sport in general, and identification with specific sports for Latinos living in the United States. Even though the four models used fit the data well, in general, ethnic identity and acculturation had little or no influence on sports identification. Hence sports marketers should not create marketing campaigns solely based on the assumption that Latinos or any ethnic group are necessarily fans of any particular sport (e.g. soccer).

The purpose of this research was to develop the Sports Consumer-Team Relationship Quality Scale (SCTRQS). In Study I, content validity was established through a comprehensive review of literature and tests of content validity, including expert review. Based on the assessment of psychometric properties, theoretical relevance of the items and parsimoniousness of the scale, items were refined for two following studies. Results indicated that the SCTRQS would be a valid tool for marketers and managers to assess relationship quality with their consumers for marketing strategies, effectiveness of advertising campaigns, sponsorship value and value for stakeholders.

As a fixture in the mainstream media landscape, athletes, coaches, and sport celebrities are regularly used to promote products from sports equipment to high‐end watches. With an intrinsic connection between athlete endorsers and sport‐related products, it is the use of these endorsers to promote non‐sport products that raises questions about their appropriateness as a marketing tool. Therefore, the purpose of this study is to develop an explanatory model that analyzes athlete endorser effectiveness in promoting non‐sport products.

An holistic approach was taken, examining the structural relationships of identification with an athlete and his/her sport to product‐endorser congruency, perceived value, and purchase intentions, providing a preliminary overview of key socio‐psychological factors that may influence the purchase intentions of endorsed products.

This paper provides empirical insights about the effectiveness of athlete endorsers for non‐sport products. The result was a 42‐item, five factor model (i.e. Athlete Identification, Sport Identification, Match‐Up, Perceived Value, and Purchase Intention) that fit the data adequately well.

This model provides academicians with a synthesized review, and application of the various factors that play a role in athlete endorser selection and viability. This model serves as a framework for future analysis.

The paper includes a tactical approach that, when re‐evaluated, can provide a model to adapt and adopt in the selection of product or brand endorsers.

This paper fulfills an identified need to develop a model to test the oft adopted, yet highly risky, method of selecting an athlete to endorse products that do not have an intrinsic link to the sport in which he or she is employed.

The purpose of this paper is to test Oliver’s two-dimension (fortitude and community/social support) product loyalty framework.

Oliver categorized each of the two dimensions into high and low, creating a two-by-two framework: low fortitude and low-community/social support (Product Superiority group); low fortitude and high-community/social support (Village Envelopment group); high fortitude and low-community/social support (Determined Self-isolation group); high fortitude and high-community/social support (Immersed Self-identity group). The paper uses two samples. The sample from Study 1 was season ticket holders (n=199) of a West Coast (USA) Major League Baseball team. Results indicated preliminary support for Oliver’s four groups and good psychometric properties of the fan community scale and the individual fortitude scale (IFS). Study 2 focussed on attendees (n=458) at two East Coast (USA) Major League Baseball venues.

The multivariate GLM indicated significant differences among Oliver’s groups, but the variance explained was small on past, current, and future attendance. However, in terms of actual games attended, the Immersed Self-identity group attended between 2.5 and 3 times as many games as the Village Envelopment group over the two years, and more than twice as many games as the Product Superiority group. The groups differed substantially on consumption of product extensions: 22.5 percent of the variance in merchandise purchasing was explained by the grouping, 31.9 percent of broadcast media consumption, and 24.9 percent of print media consumption. In all cases, those in the Immersed Self-identity group consumed significantly more than the Product Superiority and Determined Self-isolation groups.

The paper reveals that sport marketers can focus on the Immersed Self-identity segment as the segment most likely to consume the product, repurchase, and purchase product extensions.

This paper aims to determine if single-item (SI) needs' and values' measures have similar reliability and validity values to multi-item (MI) measures of the same constructs and thus could be substituted by sport marketers to predict internal motivating aspects of sport consumer attitudes and behavior. In addition, the authors wish to determine whether a small subset of needs and values listed in current measures are sufficient to predict sport consumer attitudes and behavior.

In this two-study design, the first study was a national sample (N = 439) comparing reliability and validity of single-item scales to multi-item scales. In the second study the authors collected data from fans and spectators of four different teams (N1 = 583; N2 = 1164; N3 = 213; N4 = 404) to determine the impact of needs and values on sport consumer attitudes and behavior.

The authors determined that in 89% of the scales, single-item measures of needs and values were just as reliable and valid as their associated multi-item measures. The authors also found that a small subset of the needs and values explain a meaningful amount of variance in sport consumer attitudes and behaviors.

The authors determined that in 89% of the scales, single-item measures of needs and values were just as reliable and valid as their associated multi-item measures. The authors also found that a small subset of the needs and values explain a meaningful amount of variance in sport consumer attitudes and behaviors.

The authors show that as motives for sport consumption, single-item measures of personal needs and values are equivalent to multi-item measures and not all needs and values used in previous sport research are necessary because they do not predict a meaningful amount of variance in sport consumer attitudes and behaviors. The authors identified a small number of single-item measures that practitioners can easily use in short surveys that will predict a statistically meaningful amount of variance in sport consumer attitudes and behaviors.

The purpose of this commentary is to discuss a framework (the Revised Model of Sport Consumer Behavior – R-MSCB; Trail, 2019) to accomplish the following objectives. (1) Provide a framework for sport marketers and sport organizations to use in their own market research. (2) Designate the processes needed to generate results and knowledge that sport organizations, sport marketers and associated corporate partners can use to improve marketing campaigns. (3) Provide suggestions for analytic techniques and measurement constructs/instruments that will facilitate market research within the sport industry.

The author created a 140-item questionnaire for the pre-survey and a 50-item questionnaire for the post-survey. The pre-survey was given at the beginning of the season, and the post-survey was given at the end of the season. The research group has generated a sequence of 13 studies and has collected pre-survey responses from over 7,800 people across 4 continents, 8 sports and 13 teams (data collections), with more teams still planned and over 2,000 post-season survey responses with data collection continuing.

This project, with its 13 studies, will provide sport organizations with the theories/frameworks, knowledge and processes to do their own market research in a more effective and efficient manner and will show sport organizations how to understand the complexities of sport consumer behavior, the motivations behind it and how it varies extensively across individuals. The author will show sports organizations how to collect data from their consumers using valid and reliable measures and constructs that will allow them to segment their consumers, how to effectively market to those segments and how to establish long-lasting relationships that make a satisfied and loyal customer.

This paper provides the framework and guidelines so that sport marketers and researchers can identify specific variables, constructs and relationships that will further their own objectives when attempting to explain sport consumer behavior. Using their own market research, they can implement the results/output in association with the Communications Strategy Model to create more effective and efficient marketing and communications campaigns and consequently drive key performance indicators (KPIs) and improve revenue streams.

The purpose of this study was to compare four different consumer pathway models based on identity theory, attitude/loyalty theory, lifestyle theory and hierarchy of effects theory, each with associated instruments measuring connection to the team.

The authors did a two-study analysis, first collecting data from people aware of an NFL team (N = 218) and then an MLS team (N = 209) to determine which connection item performed better.

The authors found that the Consumer Pathway for Sport Fandom based on the hierarchy of effects theory and its associated interest measurement item performed better than the other three frameworks and items. The Interest item shared the most variance with games attended, games intending to attend, games watched via media and games intending to watch via media.

The Consumer Pathway for Sport Fandom represents the entire consumer spectrum from non-aware consumers all the way up to die-hard sports fans. This pathway will allow sport marketers to track their consumers from initial awareness of the product or service all the way through the brand relationship to ultimate loyalty.