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I Love My Team! Factors Leading To A Relationship With A Sports Team., Carly Odom, Jamye Foster, Melanie Bruce
I Love My Team! Factors Leading To A Relationship With A Sports Team., Carly Odom, Jamye Foster, Melanie Bruce
Association of Marketing Theory and Practice Proceedings 2017
What makes people connect with a particular sports team? Sports marketing research typically focuses on the sport specific elements of loyalty (geography, family history, social interactions), and general marketing research also considers the emotional component. Going a step further, and examining the factors within the larger relationship context could improve our understanding of why people connect with certain sports teams. Therefore, the purpose of this research is to examine the impact of specific factors (socialization, proximity, attitude toward the team, and self-image congruence) on the initiation of a relationship with a sports team – which includes both the (1) development …