Fanship: a measure of hedonic intensity and its mediating effect on consumer behaviour in sports
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The purpose of this research was to assess the effect of hedonism on sports consumption given its production of affective reactions in sports fans. Adapting conceptualizations proposed by Hunt et al (1999) a Personal Fanaticism Scale (PFS) was tested against Involvement (Zaichowsky, 1985), sports fans’ motivations (Wann et al. 1999) and two behavioural factors: namely intentions and years attended. Exploratory factor analysis shows fanship to be distinct from involvement. Regression analysis on motivations adds support to this theory with physiological arousal having a significant relationship with fanship, but not with involvement. A significant relationship was found between fanship and attendance: the greater the PFS, that is, the greater the intention to attend and actual days attended. Such results indicate that the PFS would be an applicable tool for marketers and managers to assess the level of hedonism felt by their consumers and to assist in developing marketing strategies, and advertising campaigns.
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