Academic journal article Research Quarterly for Exercise and Sport

Examining the Attitudinal Component of Loyalty toward a Professional Sports Team

Academic journal article Research Quarterly for Exercise and Sport

Examining the Attitudinal Component of Loyalty toward a Professional Sports Team

Article excerpt

Daniel C. Funk, University of Louisville, and Donna L. Pastore, The Ohio State University

The notion that loyalty plays a critical role in generating repeat purchase behavior remains an implicit assumption by academic scholars and practitioners. Although the construct of consumer loyalty has received a considerable attention in other disciplines, its application to the study of spectators and fans remains in an embryonic stage. The current economic status of professional and collegiate sport has made it imperative to identify those factors that contribute to team loyalty. Increased expenditures, competition from various entertainment alternatives, escalating tuition and legislative enactments has combined to make it critical for these organizations to avoid fluctuations in their consumer base. Early research operationalized the loyalty construct in terms of three broad categories: behavioral, attitudinal, and composite. Behavioral measures were taken from consumers' overt or self-reported behaviors. Attitudinal measures were developed from consumers' brand preference or intent. The composite appro ach integrated both components into a loyalty index score for each purchaser and currently has been widely supported as the most holistic method to define brand loyalty. …

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