{"title":"How best to measure connection to a team: team identification, brand attitude/loyalty, consumer lifestyle or interest level?","authors":"Galen Trail, Hyejin Bang, Windy Dees","doi":"10.1108/ijsms-06-2023-0118","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The authors did a two-study analysis, first collecting data from people aware of an NFL team (<em>N</em> = 218) and then an MLS team (<em>N</em> = 209) to determine which connection item performed better.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>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.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":" 625","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Sports Marketing and Sponsorship","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijsms-06-2023-0118","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.