Segmenting initial fans of a new team: a taxonomy of sport early adopters

McDonald, Heath, Leckie, Civilai, Karg, Adam, Zubcevic-Basic, Nives and Lock, Daniel 2016, Segmenting initial fans of a new team: a taxonomy of sport early adopters, Journal of consumer behaviour: an international research review, vol. 15, no. 2, pp. 136-148, doi: 10.1002/cb.1558.

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Title Segmenting initial fans of a new team: a taxonomy of sport early adopters
Author(s) McDonald, Heath
Leckie, Civilai
Karg, AdamORCID iD for Karg, Adam
Zubcevic-Basic, Nives
Lock, Daniel
Journal name Journal of consumer behaviour: an international research review
Volume number 15
Issue number 2
Start page 136
End page 148
Total pages 13
Publisher Wiley
Place of publication London, Eng.
Publication date 2016-04
ISSN 1479-1838
Marketers are interested in the first buyers of new products, given their important role in driving wider community adoption. This is especially the case for new entertainment products, like new or relocated sports teams who must quickly build fan connections and loyalty, given the importance of crowds and social networks in adding value to the entertainment experience. Fans choose to connect with sports teams for numerous reasons; however, fan development in the context of a new team has rarely been examined. This paper examines the diversity and similarity among inaugural fans of an expansion team. A large sample (n= 1724) was classified into five segments revealing how each varies in their brand associations, satisfaction, identification and involvement. By analysing key dimensions (relationship identifiers) that characterise how consumers connect with a new team, the authors provide new insights about the nature of consumers in the context of a new sports team. Furthermore, the five segments were found to be distinct cohorts, with sufficient variation between them to warrant variant marketing approaches to achieve the outcome of committed, long-term fans.
Language eng
DOI 10.1002/cb.1558
Field of Research 150404 Sport and Leisure Management
150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Wiley
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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