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Consumer in Sports: Fan typology analysis

Author

Listed:
  • Samra Balwant
  • Wos Anna

    (Coventry University)

Abstract

Sport fan loyalty is important to attain within a culturally rich and global audience as loyal sport fans are unique consumers. The ability to adequately understand what motivates the sports consumer is an important requirement for sport managers. This paper proposes that a greater understanding of fandom will contribute to a better understanding of the concept of loyalty. Although there is research regarding typology of fans and loyalty, but even within sport advocates group there may be sub-categories that can explain loyalty behaviour further. This research analyses types of sport fans in different disciplines in the UK, as an example of diverse society to explore factors determining category of fans.

Suggested Citation

  • Samra Balwant & Wos Anna, 2014. "Consumer in Sports: Fan typology analysis," Journal of Intercultural Management, Sciendo, vol. 6(4-1), pages 263-288, December.
    • Handle: RePEc:vrs:joinma:v:6:y:2014:i:4-1:p:263-288:n:19
    DOI: 10.2478/joim-2014-0050
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    Cited by:

    1. Tommy Hamsund & Nicolas Scelles, 2021. "Fans’ Perceptions towards Video Assistant Referee (VAR) in the English Premier League," JRFM, MDPI, vol. 14(12), pages 1-16, November.

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