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I Love My Team! Factors Leading To Relationship Formation With A Sports Team, Carly L. Odom
I Love My Team! Factors Leading To Relationship Formation With A Sports Team, Carly L. Odom
Honors Theses
The sports industry is highly profitable, with a large and diverse fan base. Many people claim to be loyal to different teams, but what moves a more ‘casual fan’ to the team ‘fanatic’ status? Prior research in sports marketing focuses on elements such as geography and family history, while general marketing research considers the impact of behavioral and emotional loyalty (Chaudhuri and Holbrook, 2001). This focus on strict loyalty can, however, be limiting. Examining the factors within the larger relationship context gives us more insight into extreme fans (Pimentel & Reynolds, 2004), as well as the more casual fan. Prior …