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dc.contributor.authorMcDonald, Heath
dc.contributor.authorLeckie, Civilai
dc.contributor.authorKarg, Adam
dc.contributor.authorZubcevic-Basic, Nives
dc.contributor.authorLock, Daniel
dc.date.accessioned2018-11-16T02:57:16Z
dc.date.available2018-11-16T02:57:16Z
dc.date.issued2016
dc.identifier.issn1472-0817
dc.identifier.doi10.1002/cb.1558
dc.identifier.urihttp://hdl.handle.net/10072/101926
dc.description.abstractMarketers 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.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherJohn Wiley & Sons
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto13
dc.relation.ispartofjournalJournal of Consumer Behaviour
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode1505
dc.titleSegmenting initial fans of a new team: A taxonomy of sport early adopters
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionAccepted Manuscript (AM)
gro.rights.copyright© 2015 John Wiley & Sons, Ltd. This is the peer reviewed version of the following article: Segmenting initial fans of a new team: A taxonomy of sport early adopters, Journal of Consumer Behaviour, Volume 15, Issue 2, March/April 2016, Pages 136-148, which has been published in final form at 10.1002/cb.1558. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving (http://olabout.wiley.com/WileyCDA/Section/id-828039.html)
gro.hasfulltextFull Text
gro.griffith.authorLock, Daniel J.


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