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Leveraging Subculture and Identity to Promote Sport Events

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  • Christine Green, B.
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    Abstract

    In order to increase the number of visitors attracted to sport events, organisers have sought to broaden their appeal by adding to the range of consumption options their events provide. This is typically done by expanding the tangible product or by adding augmentations. These expansions and augmentations provide useful bases for event promotions if the nature of benefits derived and the segments to whom those benefits appeal are identified. The key to identifying benefits and segments is to examine customers' relationships to the subculture of the sport being showcased. Recent research suggests that consumers' enjoyment of sport events derives, at least in part, from their identification with the sport's subculture. This is consistent with other work in consumer behaviour demonstrating the importance of subculture in transmitting consumption values, particularly in leisure contexts. Recent research into three events - the Key West Women's Flag Football Tournament, the Gold Coast Marathon, and the Australian Motorcycle Grand Prix - highlights the utility of leveraging event consumers' identification with the sport's subculture when promoting sport events. Implications and recommendations for event management and marketing are reviewed.

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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 4 (2001)
    Issue (Month): 1 (May)
    Pages: 1-19

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    Handle: RePEc:eee:spomar:v:4:y:2001:i:1:p:1-19

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    1. Deighton, John, 1992. " The Consumption of Performance," Journal of Consumer Research, University of Chicago Press, vol. 19(3), pages 362-72, December.
    2. Schouten, John W & McAlexander, James H, 1995. " Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, University of Chicago Press, vol. 22(1), pages 43-61, June.
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    4. Hill, Brad & Christine Green, B., 2000. "Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts," Sport Management Review, Elsevier, vol. 3(2), pages 145-162, November.
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    Cited by:
    1. Costa, Carla A. & Chalip, Laurence & Christine Green, B. & Simes, Caet, 2006. "Reconsidering the Role of Training in Event Volunteers' Satisfaction," Sport Management Review, Elsevier, vol. 9(2), pages 165-182, September.
    2. GarcĂ­a, Beatriz, 2001. "Enhancing Sport Marketing through Cultural and Arts Programs: Lessons from the Sydney 2000 Olympic Arts Festivals," Sport Management Review, Elsevier, vol. 4(2), pages 193-219, November.
    3. Kim, Woosoon & Walker, Matthew, 2012. "Measuring the social impacts associated with Super Bowl XLIII: Preliminary development of a psychic income scale," Sport Management Review, Elsevier, vol. 15(1), pages 91-108.
    4. Bozman, Carl S. & Kurpis, Lada V. & Frye, Chris, 2010. "Hoopfest: Using longitudinal economic impact data to assess the success of a strategic reorientation," Sport Management Review, Elsevier, vol. 13(1), pages 65-81, February.
    5. Smith, Brianna, 2009. "Team power3: Building the Market for a multisport organization," Sport Management Review, Elsevier, vol. 12(2), pages 110-112, May.
    6. O'Brien, Danny & Gardiner, Sarah, 2006. "Creating Sustainable Mega Event Impacts: Networking and Relationship Development through Pre-Event Training," Sport Management Review, Elsevier, vol. 9(1), pages 25-47, May.
    7. Ziakas, Vassilios & Costa, Carla A., 2011. "Event portfolio and multi-purpose development: Establishing the conceptual grounds," Sport Management Review, Elsevier, vol. 14(4), pages 409-423.

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