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The effect of the category of sport team on the role of nostalgia in an individual supporter’s psychological connection to that sport team

Volkov, Michael, Summers, Jane and Johnson Morgan, Melissa 2008, The effect of the category of sport team on the role of nostalgia in an individual supporter’s psychological connection to that sport team, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-9.

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Title The effect of the category of sport team on the role of nostalgia in an individual supporter’s psychological connection to that sport team
Author(s) Volkov, MichaelORCID iD for Volkov, Michael orcid.org/0000-0002-2459-4515
Summers, Jane
Johnson Morgan, Melissa
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Olympic Park, Sydney, N.S.W.
Conference dates 1-3 December 2008
Title of proceedings ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 9
Total pages 9
Publisher Promaco Conventions
Place of publication Canning Bridge, W.A.
Summary With the many benefits related to high levels of psychological connection with a sport team, marketers, management and communities desire supporters to be highly connected with sport teams. A major gap has been identified in relation to the effect of the category of sport team on the role of nostalgia in determining that connection. A conceptual model is presented together with a proposed methodology. This research will aid academics and administrators in their communications with and targeting of consumers and affords communities the opportunity to benefit from consumers’ higher levels of psychological connection with a sport team.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9781863081443
1863081445
Language eng
Field of Research 150506 Marketing Theory
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, ANZMAC
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018182

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.