Sport Consumer Typologies: A Critical Review

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Stewart, Robert, Smith, Aaron C. T and Nicholson, Matthew (2003) Sport Consumer Typologies: A Critical Review. Sport Marketing Quarterly, 12 (4). pp. 206-216. ISSN 1061-6934


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.

Item type Article
Subjects Historical > Faculty/School/Research Centre/Department > School of Sport and Exercise Science
Historical > FOR Classification > 2299 Other Philosophy and Religious Studies
Keywords ResPubID5546, consumer behaviour, sports marketing, consumer attitudes, sports, cultural industries
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