Examining the Behavioral Manifestations of Fan Avidity in Sports Marketing

Journal of Modelling in Management 6:1, 79-99, 2011

Posted: 18 Jun 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Robert Madrigal

University of Oregon - Charles H. Lundquist School of Business

Date Written: 2011

Abstract

Purpose – The sports industry is one of the fastest growing business sectors in the world today and its primary source of revenue is derived from fans. Yet, little is known about fans' allocation of time, effort, and/or financial expenditures in regard to the sports they care so desperately about. The purpose of this paper is to explore the multidimensional aspects of such manifestations of fan avidity and examine the nature of heterogeneity of such expressions.

Design/methodology/approach – Data were collected from a student sample of football fans from a well‐known US university.

Findings – In total, 35 different expressions of fan avidity are developed related to how fans follow and support their favorite team. A spatial choice multidimensional scaling model is developed to uncover four latent dimensions of fan avidity expression.

Originality/value – The managerial aspects of these empirical findings are provided, and the authors suggest several directions for future research.

Keywords: United States of America, Sports, Consumer behaviour

Suggested Citation

DeSarbo, Wayne S. and Madrigal, Robert, Examining the Behavioral Manifestations of Fan Avidity in Sports Marketing (2011). Journal of Modelling in Management 6:1, 79-99, 2011, Available at SSRN: https://ssrn.com/abstract=2796696

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Robert Madrigal

University of Oregon - Charles H. Lundquist School of Business ( email )

1208 University of Oregon
Eugene, OR 97403-1208
United States

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