Leveraging Subculture and Identity to Promote Sport Events
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.
Volume (Year): 4 (2001)
Issue (Month): 1 (May)
|Contact details of provider:|| Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description|
|Order Information:|| Postal: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/bibliographic|
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Richins, Marsha L, 1994. " Special Possessions and the Expression of Material Values," Journal of Consumer Research, University of Chicago Press, vol. 21(3), pages 522-33, December.
- Deighton, John, 1992. " The Consumption of Performance," Journal of Consumer Research, University of Chicago Press, vol. 19(3), pages 362-72, December.
- Holt, Douglas B, 1995. " How Consumers Consume: A Typology of Consumption Practices," Journal of Consumer Research, University of Chicago Press, vol. 22(1), pages 1-16, June.
- 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.
- 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.
- Kleine, Susan Schultz & Kleine, Robert E, III & Allen, Chris T, 1995. " How Is a Possession "Me" or "Not Me"? Characterizing Types and an Antecedent of Material Possession Attachment," Journal of Consumer Research, University of Chicago Press, vol. 22(3), pages 327-43, December.
- Richins, Marsha L, 1994. " Valuing Things: The Public and Private Meanings of Possessions," Journal of Consumer Research, University of Chicago Press, vol. 21(3), pages 504-21, December.
When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:4:y:2001:i:1:p:1-19. See general information about how to correct material in RePEc.
If references are entirely missing, you can add them using this form.