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