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dc.contributor.authorP. Prtichard, Marken_US
dc.contributor.authorFunk, Danielen_US
dc.contributor.authorAlexandris, Kostasen_US
dc.date.accessioned2017-04-24T11:50:51Z
dc.date.available2017-04-24T11:50:51Z
dc.date.issued2009en_US
dc.date.modified2009-12-17T22:31:35Z
dc.identifier.issn03090566en_US
dc.identifier.doi10.1108/03090560910923283en_AU
dc.identifier.urihttp://hdl.handle.net/10072/27705
dc.description.abstractPurpose - The reason patrons cease to attend sporting events is not well understood. The purpose of this paper is to examine how factors motivate and inhibit patronage from continuing. Design/methodology/approach - A random sample of a sport franchise's fan database (n=308) is drawn. First, respondent data refines measures and tests a structural equation model of direct and indirect links to patronage. Next, content analysis classifies spectators according to self-stated barriers to continuance. These groupings then check the moderating role constraints have on patron attitude and behaviour. Findings - Structural work confirms both direct and indirect links but notes that consumption primarily took an indirect route, with motivational desires rousing fan involvement and media use before increasing attendance. Group differences verify constraints and limit patronage but do not dampen product-related attitude. Research limitations/implications - The study helps clarify the connection between media use and attendance, describing how constraints impede spectator consumption. Study limitations include a focus on one hedonic service setting and the use of cross-sectional data to examine ongoing phenomena. Practical implications - Negotiating barriers to repeat purchase remains largely overlooked as a foundation for guiding strategy. Practical implications consider integrating both motives and constraints when marshalling efforts that build continuance. Originality/value - Despite early interest from marketing practitioners, factors that inhibit patronage have drawn little attention. This study employs content and path analysis to address the matter.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmerald Group Publishing Limiteden_US
dc.publisher.placeUnited Kingdomen_US
dc.publisher.urihttp://www.emeraldinsight.com/0309-0566.htmen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom169en_US
dc.relation.ispartofpageto187en_US
dc.relation.ispartofissue1/2en_US
dc.relation.ispartofjournalEuropean Journal of Marketingen_US
dc.relation.ispartofvolume43en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Communicationsen_US
dc.subject.fieldofresearchSport and Leisure Managementen_US
dc.subject.fieldofresearchcode150502en_US
dc.subject.fieldofresearchcode150404en_US
dc.titleBarriers to Repeat Patronage: The Impact of Spectator Constraintsen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2009
gro.hasfulltextNo Full Text


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