Segmenting initial fans of a new team: A taxonomy of sport early adopters.

Mcdonald, H., Leckie, C., Karg, A., Zubcevic-Basic, N. and Lock, D., 2015. Segmenting initial fans of a new team: A taxonomy of sport early adopters. Journal of Consumer Behaviour, 15 (2), 136 - 148.

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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.

Item Type:Article
ISSN:1472-0817
Additional Information:"This is the peer reviewed version of the following article: Mcdonald, H., Leckie, C., Karg, A., Zubcevic-Basic, N. and Lock, D., 2015. Segmenting initial fans of a new team: A taxonomy of sport early adopters. Journal of Consumer Behaviour, 15 (2), 136 - 148, which has been published in final form at 10.1002/cb.1558. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving".
Subjects:UNSPECIFIED
Group:Faculty of Management
ID Code:23510
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:29 Apr 2016 14:24
Last Modified:29 Apr 2016 14:24

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