Assessing the role of passion as a mediator of consumer intentions to attend a motor sports event
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It makes logical sense that the level of passion one feels towards an event (termed fanship for this research) is likely to influence behaviour. Exploratory research, using two known affective constructs (attitudes, satisfaction), found such a dimension to mediate the attitudeintentions relationship but not the satisfaction-intentions relationship. The importance of this finding is that there is some factor consequent to attitudes influencing intentions towards an event. For the events marketer such a dimension adds another potential segmentation tool. Theoretical development of the construct is acknowledged with limitations and areas for future research recognized.
ANZMAC Conference 2009
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