Segmenting initial fans of a new team: A taxonomy of sport early adopters

Authors: Mcdonald, H., Leckie, C., Karg, A., Zubcevic-Basic, N. and Lock, D.

Journal: Journal of Consumer Behaviour

Publisher: John Wiley and Sons Ltd

eISSN: 1479-1838

ISSN: 1472-0817

DOI: 10.1002/cb.1558

Abstract:

Marketers are interested in the first buyers of new products, given their important role in driving wider community adoption. This is especially the case for new entertainment products, like new or relocated sports teams who must quickly build fan connections and loyalty, given the importance of crowds and social networks in adding value to the entertainment experience. Fans choose to connect with sports teams for numerous reasons; however, fan development in the context of a new team has rarely been examined. This paper examines the diversity and similarity among inaugural fans of an expansion team. A large sample (n=1724) was classified into five segments revealing how each varies in their brand associations, satisfaction, identification and involvement. By analysing key dimensions (relationship identifiers) that characterise how consumers connect with a new team, the authors provide new insights about the nature of consumers in the context of a new sports team. Furthermore, the five segments were found to be distinct cohorts, with sufficient variation between them to warrant variant marketing approaches to achieve the outcome of committed, long-term fans.

https://eprints.bournemouth.ac.uk/23510/

Source: Scopus

Segmenting initial fans of a new team: A taxonomy of sport early adopters

Authors: Mcdonald, H., Leckie, C., Karg, A., Zubcevic-Basic, N. and Lock, D.

Journal: Journal of Consumer Behaviour

Volume: 15

Issue: 2

Pages: 136-148

eISSN: 1479-1838

ISSN: 1472-0817

DOI: 10.1002/cb.1558

Abstract:

Marketers are interested in the first buyers of new products, given their important role in driving wider community adoption. This is especially the case for new entertainment products, like new or relocated sports teams who must quickly build fan connections and loyalty, given the importance of crowds and social networks in adding value to the entertainment experience. Fans choose to connect with sports teams for numerous reasons; however, fan development in the context of a new team has rarely been examined. This paper examines the diversity and similarity among inaugural fans of an expansion team. A large sample (n=1724) was classified into five segments revealing how each varies in their brand associations, satisfaction, identification and involvement. By analysing key dimensions (relationship identifiers) that characterise how consumers connect with a new team, the authors provide new insights about the nature of consumers in the context of a new sports team. Furthermore, the five segments were found to be distinct cohorts, with sufficient variation between them to warrant variant marketing approaches to achieve the outcome of committed, long-term fans.

https://eprints.bournemouth.ac.uk/23510/

Source: Scopus

Segmenting initial fans of a new team: A taxonomy of sport early adopters

Authors: McDonald, H., Leckie, C., Karg, A., Zubcevic-Basic, N. and Lock, D.

Journal: JOURNAL OF CONSUMER BEHAVIOUR

Volume: 15

Issue: 2

Pages: 136-148

eISSN: 1479-1838

ISSN: 1472-0817

DOI: 10.1002/cb.1558

https://eprints.bournemouth.ac.uk/23510/

Source: Web of Science (Lite)

Segmenting initial fans of a new team: A taxonomy of sport early adopters

Authors: Mcdonald, H., Leckie, C., Karg, A., Zubcevic-Basic, N. and Lock, D.

Journal: Journal of Consumer Behaviour

Volume: 15

Pages: 136-148

Publisher: John Wiley and Sons Ltd

eISSN: 1479-1838

ISSN: 1472-0817

DOI: 10.1002/cb.1558

Abstract:

Marketers are interested in the first buyers of new products, given their important role in driving wider community adoption. This is especially the case for new entertainment products, like new or relocated sports teams who must quickly build fan connections and loyalty, given the importance of crowds and social networks in adding value to the entertainment experience. Fans choose to connect with sports teams for numerous reasons; however, fan development in the context of a new team has rarely been examined. This paper examines the diversity and similarity among inaugural fans of an expansion team. A large sample (n=1724) was classified into five segments revealing how each varies in their brand associations, satisfaction, identification and involvement. By analysing key dimensions (relationship identifiers) that characterise how consumers connect with a new team, the authors provide new insights about the nature of consumers in the context of a new sports team. Furthermore, the five segments were found to be distinct cohorts, with sufficient variation between them to warrant variant marketing approaches to achieve the outcome of committed, long-term fans.

https://eprints.bournemouth.ac.uk/23510/

Source: Manual

Preferred by: Daniel Lock

Segmenting initial fans of a new team: A taxonomy of sport early adopters.

Authors: Mcdonald, H., Leckie, C., Karg, A., Zubcevic-Basic, N. and Lock, D.

Journal: Journal of Consumer Behaviour

Volume: 15

Issue: 2

Pages: 136-148

ISSN: 1472-0817

Abstract:

Marketers are interested in the first buyers of new products, given their important role in driving wider community adoption. This is especially the case for new entertainment products, like new or relocated sports teams who must quickly build fan connections and loyalty, given the importance of crowds and social networks in adding value to the entertainment experience. Fans choose to connect with sports teams for numerous reasons; however, fan development in the context of a new team has rarely been examined. This paper examines the diversity and similarity among inaugural fans of an expansion team. A large sample (n=1724) was classified into five segments revealing how each varies in their brand associations, satisfaction, identification and involvement. By analysing key dimensions (relationship identifiers) that characterise how consumers connect with a new team, the authors provide new insights about the nature of consumers in the context of a new sports team. Furthermore, the five segments were found to be distinct cohorts, with sufficient variation between them to warrant variant marketing approaches to achieve the outcome of committed, long-term fans.

https://eprints.bournemouth.ac.uk/23510/

Source: BURO EPrints