1. bookVolume 6 (2014): Issue 4-1 (December 2014)
    Part I
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2543-831X
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25 Apr 2014
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access type Open Access

Consumer in Sports: Fan typology analysis

Published Online: 25 Aug 2015
Volume & Issue: Volume 6 (2014) - Issue 4-1 (December 2014) - Part I
Page range: 263 - 288
Journal Details
License
Format
Journal
eISSN
2543-831X
First Published
25 Apr 2014
Publication timeframe
4 times per year
Languages
English
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.

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