Sport consumer typologies : a critical review

Stewart, Bob, Nicholson, Matthew and Smith, Aaron C.T. 2003, Sport consumer typologies : a critical review, Sport marketing quarterly, vol. 12, no. 4, pp. 206-216.

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Title Sport consumer typologies : a critical review
Author(s) Stewart, Bob
Nicholson, Matthew
Smith, Aaron C.T.
Journal name Sport marketing quarterly
Volume number 12
Issue number 4
Start page 206
End page 216
Publisher College of Physical Activity & Sport Sciences, West Virginia University
Place of publication Morgantown, W. Va.
Publication date 2003-12
ISSN 1061-6934
Summary The desire to understand the behavior of sport consumers has been a long-standing goal for sport marketers. This paper critically examines models of sport consumption by undertaking a comparative analysis of the major works completed to the present time. It is suggested that while past works have identified important motivational and behavioral differences, they frequently provide only partial explanations of sport consumer behavior. They are often constrained by an overemphasis on social-psychological traits, and give only limited attention to the cultural and economic context in which behaviors take place. Moreover, they rarely explain how fans might move between different segments, or how relationships with sport teams are formed in the first place. Sport consumer research will be enhanced by a more holistic analysis of values and beliefs that illuminates some of the more shadowy aspects of sport consumer formation, commitment, identity, and game attendance patterns.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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