Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Medicine and Health Sciences
The Impact Of Rivalry Antecedents On Mediated Demand For An Individual Sport, Lamar Reams, Terry Eddy
The Impact Of Rivalry Antecedents On Mediated Demand For An Individual Sport, Lamar Reams, Terry Eddy
Human Movement Sciences & Special Education Faculty Publications
In contrast to research examining the social-psychological aspects of how sport fans perceive rivalry games in team sports, far less is known regarding the impact rivalries have on mediated consumer demand, a marketing outcome of interest to sport researchers and practitioners. Guided by economic demand theory, the current study developed a model to empirically examine the impact of Tyler and Cobbs' (2015) rivalry antecedents (conflict, peer, bias) on fan interest for an individual sport. The three-dimensional framework provided the foundation for the selection of thirteen rivalry-related variables, in addition to control determinants established from prior literature. Results from the estimation …