Summary of cognitive, affective and behavioural outcomes of consuming prestigious sports events.

Moital, M., Bain, A. and Thomas, H., 2018. Summary of cognitive, affective and behavioural outcomes of consuming prestigious sports events. Sport Management Review. (In Press)

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DOI: 10.1016/j.smr.2018.10.003

Abstract

In this paper, the authors explore the range of cognitive, affective, and behavioural outcomes of consuming prestigious sports event experiences. The authors obtained means-end chains from 19 individuals from across a range of ages and both genders. A total of 39 examples of events were discussed by participants encompassing 25 unique events and 11 different sports. Outcomes were multi-dimensional. At the cognitive level, consumers developed outer- and inner-directed outcomes. At the affective level, prestigious sports events made consumers feel positive emotions, while at the same time energising them to attend in order to avoid negative emotional states. At the behavioural level, four types of outcomes served as a consequence of attending prestigious events: patronage, financial, communication and experiential. By recognising the multiple outcomes associated with the consumption of prestigious sports event experiences, managers will be better equipped to design experiences that satisfy consumer requirements.

Item Type:Article
ISSN:1441-3523
Uncontrolled Keywords:Sport Marketing; Sports events; Consumer outcomes; Prestige
Group:Faculty of Management
ID Code:31397
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:29 Oct 2018 12:17
Last Modified:29 Oct 2018 12:17

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