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ToolsMcdonald, 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". |
| Group: | Bournemouth University Business School |
| ID Code: | 23510 |
| Deposited By: | Symplectic RT2 |
| Deposited On: | 29 Apr 2016 14:24 |
| Last Modified: | 14 Mar 2022 13:56 |
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Segmenting initial fans of a new team: A taxonomy of sport early adopters. (deposited 15 Apr 2016 14:21)
- Segmenting initial fans of a new team: A taxonomy of sport early adopters. (deposited 29 Apr 2016 14:24) [Currently Displayed]
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