This paper explores how to improve family attendance at NFL games through better marketing strategies. It reviews literature on market segmentation, fan motives, and constraints to fan attendance. The author conducted a survey to understand family motives for attending games and constraints that discourage attendance. The goal is to identify ways to enhance the family experience and generate loyal young fans in order to increase future attendance and spending.
This study examined San Francisco Giants fans' awareness of their team's community involvement and whether increased awareness could lead to increased purchase intentions. A survey of 191 fans found that 151 stated they would be willing to spend more on licensed merchandise if they knew the money was being invested in the community. The study aimed to understand the most effective way for teams to communicate their community work and maximize fan support and revenue to further benefit local communities.
The document discusses branding and typologies of football clubs in Liga 1 Romania. It examines the key components of a sports brand, including history, values, symbols, and fan base. It then profiles each of the 14 clubs in Liga 1, analyzing their brand elements, history, strengths, weaknesses, and community. While the brands of some clubs are well defined, others struggle from a lack of updated online presence and marketing, and most Romanian clubs have yet to fully realize the business and marketing potential of their brands.
This document discusses assessing the constructs of sport sponsorship effectiveness and theoretical relationships between them among football fans in Iran. It examines the relationships between key variables of sport sponsorship effectiveness: sports involvement, sponsor awareness, corporate image, and future purchase intention. A study was conducted among fans of the Persepolis and Esteghlal football clubs in Iran using questionnaires to assess these relationships. The results found that sports involvement positively impacts sponsor awareness, corporate image, and purchase intention. Sponsor awareness also positively impacts corporate image and purchase intention.
Explored behavioral variables affecting adult supporters who follow a certain sport or team sport. Recommendations to increase sport audience were marketers targeting older and male sports fans, marketing strategies that capitalize on team’s success, appeal to youngsters and female demographics, develop creative or interactive posts and events, and select athletes to endorse their brands.
The document discusses key aspects of understanding customer behavior:
1) Businesses try to understand who buys their products, how, when, where, and why to better respond to customer needs and wants.
2) Understanding customer responses to different marketing mix elements can provide a competitive advantage if done better than competitors.
3) Customer behavior analysis studies characteristics and influences on customers to understand their decision making process from an individual and group perspective.
This document summarizes a study that examined the relationship between exposure to NASCAR (through attendance, television, and radio) and fans' conscious purchasing of sponsor products. The study was guided by social identity theory and identity salience theory. It hypothesized that greater exposure to NASCAR would correlate with increased purchasing of sponsor products. Data were collected through surveys of 128 NASCAR fans and analyzed using correlation. Results found some significant correlations between exposure and purchasing, though weaker than expected. The study discussed implications for sponsor evaluation and fan segmentation.
This document discusses assessing consumer brand relationships across borders between Mexico and the USA. It presents BlackBar Consulting's model for measuring consumer brand relationships, which considers both brand perceptions and brand experiences/attitudes. The study measured brand relationships for various categories in Mexico and the USA. Key findings include reinforcement being the most important relationship in Mexico while identification was strongest in the USA. Brand relationships influence franchise development and pricing power in both countries. Relationship profiles differed across some categories and brands between the two countries.
Journal of Public Relations Education (JPRE) Vol. 4, Issue 1 Spring 2018
Book Review of "Public Relations and the Corporate Persona: The Rise of the Affinitive Organization" by Burton St. John III; review by Christie Kleinmann
This study examined San Francisco Giants fans' awareness of their team's community involvement and whether increased awareness could lead to increased purchase intentions. A survey of 191 fans found that 151 stated they would be willing to spend more on licensed merchandise if they knew the money was being invested in the community. The study aimed to understand the most effective way for teams to communicate their community work and maximize fan support and revenue to further benefit local communities.
The document discusses branding and typologies of football clubs in Liga 1 Romania. It examines the key components of a sports brand, including history, values, symbols, and fan base. It then profiles each of the 14 clubs in Liga 1, analyzing their brand elements, history, strengths, weaknesses, and community. While the brands of some clubs are well defined, others struggle from a lack of updated online presence and marketing, and most Romanian clubs have yet to fully realize the business and marketing potential of their brands.
This document discusses assessing the constructs of sport sponsorship effectiveness and theoretical relationships between them among football fans in Iran. It examines the relationships between key variables of sport sponsorship effectiveness: sports involvement, sponsor awareness, corporate image, and future purchase intention. A study was conducted among fans of the Persepolis and Esteghlal football clubs in Iran using questionnaires to assess these relationships. The results found that sports involvement positively impacts sponsor awareness, corporate image, and purchase intention. Sponsor awareness also positively impacts corporate image and purchase intention.
Explored behavioral variables affecting adult supporters who follow a certain sport or team sport. Recommendations to increase sport audience were marketers targeting older and male sports fans, marketing strategies that capitalize on team’s success, appeal to youngsters and female demographics, develop creative or interactive posts and events, and select athletes to endorse their brands.
The document discusses key aspects of understanding customer behavior:
1) Businesses try to understand who buys their products, how, when, where, and why to better respond to customer needs and wants.
2) Understanding customer responses to different marketing mix elements can provide a competitive advantage if done better than competitors.
3) Customer behavior analysis studies characteristics and influences on customers to understand their decision making process from an individual and group perspective.
This document summarizes a study that examined the relationship between exposure to NASCAR (through attendance, television, and radio) and fans' conscious purchasing of sponsor products. The study was guided by social identity theory and identity salience theory. It hypothesized that greater exposure to NASCAR would correlate with increased purchasing of sponsor products. Data were collected through surveys of 128 NASCAR fans and analyzed using correlation. Results found some significant correlations between exposure and purchasing, though weaker than expected. The study discussed implications for sponsor evaluation and fan segmentation.
This document discusses assessing consumer brand relationships across borders between Mexico and the USA. It presents BlackBar Consulting's model for measuring consumer brand relationships, which considers both brand perceptions and brand experiences/attitudes. The study measured brand relationships for various categories in Mexico and the USA. Key findings include reinforcement being the most important relationship in Mexico while identification was strongest in the USA. Brand relationships influence franchise development and pricing power in both countries. Relationship profiles differed across some categories and brands between the two countries.
Journal of Public Relations Education (JPRE) Vol. 4, Issue 1 Spring 2018
Book Review of "Public Relations and the Corporate Persona: The Rise of the Affinitive Organization" by Burton St. John III; review by Christie Kleinmann
- The study explored how perceived social dominance (PSD) and implied favoritism (IF) relate to commitment to a sports team (CST). It predicted those in the PSD and IF conditions would report higher CST.
- Using a 2x2 between-subjects design, participants viewed videos manipulating PSD (dominant vs objective) and the experimenter wore/did not wear a team logo shirt manipulating IF.
- Participants then reported their CST; however, the means did not differ between conditions, suggesting PSD and IF did not impact reported CST. Future research could explore different manipulations and measures.
Getting consumers to feel that a brand “shares their values” (SMV) seems to be among marketers’ top priorities these days. This presentation demonstrates that that guiding brand development via SMV is fraught with brand values contradiction and low returns in terms of acquisition, retention and generating social brand behavior. "Share my value" can produce brand shizophrenia.
This document discusses consumer behavior and the buying decision process. It identifies factors that influence consumer behavior such as cultural, social, personal and psychological factors. It also outlines the different roles in the buying process, types of buying behavior, and the five stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Key models discussed include Maslow's Hierarchy of Needs and the different sets in consumer decision making.
Thoughts on finding consumer meaning and motivation behind the consumer behavior in those big internet data bases.
The meanings and motivations that form Consumer Brand Relationships have a lot to do with understanding and impacting the consumer brand behavior tracked in the big internet data bases. And that behavior when correctly combined with CBR can more efficiently and effectively build your consumer brand franchise
1. The document analyzes brand relationships and their contribution to market value for Google, Apple, Facebook, YouTube, and LinkedIn. It finds that brand relationship equity accounts for about 40% of market value on average.
2. Google derives most of its market value from strong brand relationships like identification and reinforcement, while Apple's market value is dominated by operating profits. LinkedIn's value came entirely from brand relationships as it had no profits.
3. Google has the strongest brand relationships overall, particularly for identification which enhances customer self-expression through Google's variety of tools. Reinforcement relationships also contribute significantly to market value.
Identification and Measurement of Consumer Brand RelationshipsBlackBar Consulting
The document discusses identifying and measuring consumer-brand relationships. It defines a brand relationship as the combination of a specific brand image and the attitude of the brand. It identifies five universal brand relationships - Reinforcement, Identification, Role Model, Self-Differentiating, and Playful - that have emergent properties. These relationships are not additive and impact financial returns. Relationship equity, which is the combined effect of the relationships, influences sales to market cap ratio, operating profit, and stable franchise size. Different relationships contribute to acquiring and maintaining franchise.
This document discusses social networking services (SNS) as a marketing tool and factors that influence its effectiveness. It covers:
1) SNS popularity has grown rapidly, with 73% of U.S. adults using platforms like Facebook and spending most of their online time on social media. This has made SNS popular for marketing.
2) Consumer behavior and buying decisions are influenced by social, psychological and other factors. Understanding these can help companies better target SNS marketing.
3) Word-of-mouth (WOM), including positive (PWOM) and negative (NWOM), strongly shapes consumer perceptions and purchases. PWOM increases sales while NWOM damages brands, so companies must address customer
The document summarizes key concepts related to consumer decision making and behavior. It discusses the consumer decision making process which involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also covers cultural, social, individual, and psychological factors that influence consumer decisions at each stage of the process.
The document summarizes key concepts related to consumer decision making and behavior from a marketing perspective. It discusses the consumer decision making process, which involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also outlines cultural, social, individual, and psychological factors that influence consumer decisions at each stage of the process.
Identity Verification System Based on Gait RecognitionMingyang Zheng
This document outlines an identity verification system based on gait recognition. It discusses (1) the source of inspiration for gait biometrics, (2) an introduction to the system framework including hardware and software components, and (3) the scheme for realizing the system with hardware and software platforms. Key features of the system include using biological gait characteristics for certification, active identification technology, and high security since gait is difficult to imitate or copy compared to other biometrics like fingerprints. A demonstration of the system is provided to illustrate collecting gait data, accessing the system for certified users, and rejecting uncertified users.
2015-16 Sample Shale Energy Presentations and Immersion ProgramsTom Murphy
The document lists over 50 presentations given between 2015-2016 on topics related to shale energy development. The presentations covered implications for workforce, regulations, economics, technology, and lessons learned from development in the United States and other countries. They were delivered to organizations and groups in locations across North America, South America, Europe, Asia, and Africa.
Marina Siete-Mimauzet is a self-motivated multilingual professional seeking a new position utilizing her skills in areas including administration, customer service, procurement, and sales. She has over 15 years of experience in roles supporting operations, customers, and suppliers. Marina is honest, hardworking, and effective both independently and as part of a team.
Neraca pembayaran adalah catatan sistematis transaksi ekonomi antara penduduk suatu negara dengan negara lain. Terdiri dari transaksi debit dan kredit, mencatat defisit jika nilai impor lebih besar dari ekspor dan surplus sebaliknya. Neraca pembayaran penting untuk mengambil keputusan mengenai barang dan jasa yang masuk dan keluar negara serta mengukur dampak transaksi luar negeri terhadap ekonomi.
India Fastener, is a company which helps you find various fastener companies from India who deal in Nut Fastener, Nut manufacturers in India, Bolt Fastener, Bolt manufacturers in India, Pop rivets, pop rivets , Insert Nut, Dome Bolts , Screw Fastener , Screw Manufacturers in India , Washer Fastener, Stud Fastener,
Rod Fastener, Anchor Fastener, Stainless Steel Fasteners, Pop Rivet etc. These companies are dealers, manufacturers and suppliers from various cities of India. Such as Mumbai, Delhi, Bangalore, Surat, Gujrat and Other
http://www.indiafastener.com/
The document summarizes research evaluating novel freeze-dried pilocarpine hydrochloride buccal tablets for treating radiation-induced dry mouth. Key findings from quality control tests showed the tablets had appropriate size, weight, and drug content for buccal administration. Dissolution tests found significant differences in dissolution times depending on the volume of dissolution medium used. Stability studies showed no significant changes over 3 weeks except for tablets stored at high heat and humidity. The research demonstrated the potential for these buccal tablets to overcome limitations of current oral pilocarpine treatments for dry mouth.
1) The document discusses dealing with satanic altars, explaining that enemies may take people's names to witch doctors to be placed on altars as sacrifices to invoke curses.
2) It describes how familiar spirits (demons) operate through these altars and witch doctors to influence people through divination and sin.
3) Prayers are provided to destroy these altars, erase names, consume the witch doctors, and overrule any satanic decrees against the person's life.
Le Dr Patrick BOUET est médecin généraliste en Seine Saint Denis, le 93 ! Où les situations sociales et sanitaires sont particulièrement difficiles. Il a été élu pour 3 ans président du conseil national de l’Ordre des médecins en juin 2013. A mi-mandat il regroupe la profession autour d’une image renforcée du médecin et a déjà profondément modifié les rapports de l’Ordre des médecins avec le gouvernement...
http://www.intersyndicat-des-praticiens-hospitaliers.com/
Este documento presenta un temario sobre ortografía. Explica que la ortografía se refiere a las normas y reglas de escritura, y cómo estas afectan la forma en que organizamos palabras y oraciones. El objetivo del curso es ayudar a los estudiantes a comprender la definición de ortografía y evaluar el lenguaje escrito a través de sus componentes semánticos, pragmáticos y sintácticos. El curso concluye con una evaluación que consiste en una prueba en línea y una actividad de
- The study explored how perceived social dominance (PSD) and implied favoritism (IF) relate to commitment to a sports team (CST). It predicted those in the PSD and IF conditions would report higher CST.
- Using a 2x2 between-subjects design, participants viewed videos manipulating PSD (dominant vs objective) and the experimenter wore/did not wear a team logo shirt manipulating IF.
- Participants then reported their CST; however, the means did not differ between conditions, suggesting PSD and IF did not impact reported CST. Future research could explore different manipulations and measures.
Getting consumers to feel that a brand “shares their values” (SMV) seems to be among marketers’ top priorities these days. This presentation demonstrates that that guiding brand development via SMV is fraught with brand values contradiction and low returns in terms of acquisition, retention and generating social brand behavior. "Share my value" can produce brand shizophrenia.
This document discusses consumer behavior and the buying decision process. It identifies factors that influence consumer behavior such as cultural, social, personal and psychological factors. It also outlines the different roles in the buying process, types of buying behavior, and the five stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Key models discussed include Maslow's Hierarchy of Needs and the different sets in consumer decision making.
Thoughts on finding consumer meaning and motivation behind the consumer behavior in those big internet data bases.
The meanings and motivations that form Consumer Brand Relationships have a lot to do with understanding and impacting the consumer brand behavior tracked in the big internet data bases. And that behavior when correctly combined with CBR can more efficiently and effectively build your consumer brand franchise
1. The document analyzes brand relationships and their contribution to market value for Google, Apple, Facebook, YouTube, and LinkedIn. It finds that brand relationship equity accounts for about 40% of market value on average.
2. Google derives most of its market value from strong brand relationships like identification and reinforcement, while Apple's market value is dominated by operating profits. LinkedIn's value came entirely from brand relationships as it had no profits.
3. Google has the strongest brand relationships overall, particularly for identification which enhances customer self-expression through Google's variety of tools. Reinforcement relationships also contribute significantly to market value.
Identification and Measurement of Consumer Brand RelationshipsBlackBar Consulting
The document discusses identifying and measuring consumer-brand relationships. It defines a brand relationship as the combination of a specific brand image and the attitude of the brand. It identifies five universal brand relationships - Reinforcement, Identification, Role Model, Self-Differentiating, and Playful - that have emergent properties. These relationships are not additive and impact financial returns. Relationship equity, which is the combined effect of the relationships, influences sales to market cap ratio, operating profit, and stable franchise size. Different relationships contribute to acquiring and maintaining franchise.
This document discusses social networking services (SNS) as a marketing tool and factors that influence its effectiveness. It covers:
1) SNS popularity has grown rapidly, with 73% of U.S. adults using platforms like Facebook and spending most of their online time on social media. This has made SNS popular for marketing.
2) Consumer behavior and buying decisions are influenced by social, psychological and other factors. Understanding these can help companies better target SNS marketing.
3) Word-of-mouth (WOM), including positive (PWOM) and negative (NWOM), strongly shapes consumer perceptions and purchases. PWOM increases sales while NWOM damages brands, so companies must address customer
The document summarizes key concepts related to consumer decision making and behavior. It discusses the consumer decision making process which involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also covers cultural, social, individual, and psychological factors that influence consumer decisions at each stage of the process.
The document summarizes key concepts related to consumer decision making and behavior from a marketing perspective. It discusses the consumer decision making process, which involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also outlines cultural, social, individual, and psychological factors that influence consumer decisions at each stage of the process.
Identity Verification System Based on Gait RecognitionMingyang Zheng
This document outlines an identity verification system based on gait recognition. It discusses (1) the source of inspiration for gait biometrics, (2) an introduction to the system framework including hardware and software components, and (3) the scheme for realizing the system with hardware and software platforms. Key features of the system include using biological gait characteristics for certification, active identification technology, and high security since gait is difficult to imitate or copy compared to other biometrics like fingerprints. A demonstration of the system is provided to illustrate collecting gait data, accessing the system for certified users, and rejecting uncertified users.
2015-16 Sample Shale Energy Presentations and Immersion ProgramsTom Murphy
The document lists over 50 presentations given between 2015-2016 on topics related to shale energy development. The presentations covered implications for workforce, regulations, economics, technology, and lessons learned from development in the United States and other countries. They were delivered to organizations and groups in locations across North America, South America, Europe, Asia, and Africa.
Marina Siete-Mimauzet is a self-motivated multilingual professional seeking a new position utilizing her skills in areas including administration, customer service, procurement, and sales. She has over 15 years of experience in roles supporting operations, customers, and suppliers. Marina is honest, hardworking, and effective both independently and as part of a team.
Neraca pembayaran adalah catatan sistematis transaksi ekonomi antara penduduk suatu negara dengan negara lain. Terdiri dari transaksi debit dan kredit, mencatat defisit jika nilai impor lebih besar dari ekspor dan surplus sebaliknya. Neraca pembayaran penting untuk mengambil keputusan mengenai barang dan jasa yang masuk dan keluar negara serta mengukur dampak transaksi luar negeri terhadap ekonomi.
India Fastener, is a company which helps you find various fastener companies from India who deal in Nut Fastener, Nut manufacturers in India, Bolt Fastener, Bolt manufacturers in India, Pop rivets, pop rivets , Insert Nut, Dome Bolts , Screw Fastener , Screw Manufacturers in India , Washer Fastener, Stud Fastener,
Rod Fastener, Anchor Fastener, Stainless Steel Fasteners, Pop Rivet etc. These companies are dealers, manufacturers and suppliers from various cities of India. Such as Mumbai, Delhi, Bangalore, Surat, Gujrat and Other
http://www.indiafastener.com/
The document summarizes research evaluating novel freeze-dried pilocarpine hydrochloride buccal tablets for treating radiation-induced dry mouth. Key findings from quality control tests showed the tablets had appropriate size, weight, and drug content for buccal administration. Dissolution tests found significant differences in dissolution times depending on the volume of dissolution medium used. Stability studies showed no significant changes over 3 weeks except for tablets stored at high heat and humidity. The research demonstrated the potential for these buccal tablets to overcome limitations of current oral pilocarpine treatments for dry mouth.
1) The document discusses dealing with satanic altars, explaining that enemies may take people's names to witch doctors to be placed on altars as sacrifices to invoke curses.
2) It describes how familiar spirits (demons) operate through these altars and witch doctors to influence people through divination and sin.
3) Prayers are provided to destroy these altars, erase names, consume the witch doctors, and overrule any satanic decrees against the person's life.
Le Dr Patrick BOUET est médecin généraliste en Seine Saint Denis, le 93 ! Où les situations sociales et sanitaires sont particulièrement difficiles. Il a été élu pour 3 ans président du conseil national de l’Ordre des médecins en juin 2013. A mi-mandat il regroupe la profession autour d’une image renforcée du médecin et a déjà profondément modifié les rapports de l’Ordre des médecins avec le gouvernement...
http://www.intersyndicat-des-praticiens-hospitaliers.com/
Este documento presenta un temario sobre ortografía. Explica que la ortografía se refiere a las normas y reglas de escritura, y cómo estas afectan la forma en que organizamos palabras y oraciones. El objetivo del curso es ayudar a los estudiantes a comprender la definición de ortografía y evaluar el lenguaje escrito a través de sus componentes semánticos, pragmáticos y sintácticos. El curso concluye con una evaluación que consiste en una prueba en línea y una actividad de
This white paper discusses filter element testing and performance. It explains that micron ratings assigned by manufacturers are arbitrary and not a reliable way to compare filters. The standardized beta ratio test actually counts particles before and after filtration to measure a filter's efficiency at removing various sizes. The multi-pass test determines a filter's solids holding capacity and removal efficiency over time by continuously monitoring pressure and particle counts as dust is added. Combining different filter elements can improve overall filtration efficiency by leveraging their complementary properties.
Qu'est-ce que le temps de travail ? Réponse en 10 pointsRachel Bocher
L’instruction du 31 mars publiée le 18 avril vient compléter le dispositif réglementaire concernant le temps de travail des médecins hospitaliers. Afin de respecter enfin la règlementation européenne datant de 2003, l’arrêté du 8 novembre 2013 a modifié l’arrêté du 30 avril 2003 qui régit notre temps de travail.
http://www.intersyndicat-des-praticiens-hospitaliers.com/
This study investigated the relationships between team identification, customer satisfaction, and attitudinal brand loyalty in the licensed sports product industry. The researchers developed a structural equation model based on Oliver's three-phase model of attitudinal brand loyalty (cognitive, affective, conative). The results supported that strong beliefs about a brand's quality can increase liking of that brand, and in turn increase intentions to repurchase. The study also found team identification and customer satisfaction have a mediating effect on conative brand loyalty. The findings provide implications for how marketers can better measure and target loyal customers of licensed sports products.
This document discusses fan motivation in collegiate athletics. It presents 5 arguments from research studies about what motivates fans:
1. The main motivations are eustress, group affiliation, and entertainment.
2. Motivations can differ based on the sport being watched.
3. Traveling fans are more highly motivated than local or casual fans.
4. Fans are more engaged than spectators.
5. Gender plays a role in fan motivation and type of fan.
The struggling economy is impacting college athletic departments, so understanding fan motivation can help with marketing strategies.
This study examined how spectators' motives for attending basketball games differ based on their level of involvement in playing basketball. A survey of 481 spectators at a professional basketball game in Japan found that:
1) Spectators with experience regularly playing basketball had higher motives related to gaining knowledge of the sport, while those with no playing experience had higher motives related to spending time with family.
2) Spectators who currently belong to basketball teams had higher motives related to gaining knowledge and appreciating physical skills than those not on teams.
3) The most important motives overall were aesthetics, physical skills, drama, and knowledge of the sport. Family ties, team affiliation, and escape were less important motives.
The document discusses relationship marketing in the sports industry. It provides an overview of the size and revenue of major sports leagues in the US. Relationship marketing is presented as an important new paradigm for attracting and retaining sports fans as consumers. Various studies and research are cited that examine fan motivations, attitudes, and the importance of building relationships and a sense of community between sports organizations and their fans. Implementing effective customer relationship management (CRM) and relationship marketing strategies is key to developing loyal, long-term fans.
This document discusses a study that aims to analyze how game experience factors like ticket price, concession quality, seat comfort, and parking quality affect middle-class sports fans' purchasing of professional sports tickets. It will survey fans in Tampa, Boston, and Pittsburgh regarding these factors for their local baseball, football, and hockey teams. The study is important because professional sports teams rely heavily on ticket sales for revenue and compete for fans' entertainment dollars against other sports and non-sports events. Providing a good overall game experience can help increase fan loyalty and ticket purchases.
Investigating Motivation Drives of Attitudinal and Behavioural Fan Loyalty in...Mauro de Oliveira
This study investigated the motivational drivers of attitudinal and behavioral loyalty for fans of football and other sports in Brazil. An online survey was conducted with 483 valid responses from Brazil. Structural equation modeling found that the six motivation factors (interest in team, socialization, aesthetics, sport knowledge, interest in sport, and vicarious achievement) explained 64-69% of the variation in attitudinal loyalty and 20-29% of behavioral loyalty, depending on sport. Similarities and differences existed between football and other sport fans. The results provide insights to help sports marketers formulate effective strategies to develop and maintain loyal fan bases.
This document discusses a study on corporate social responsibility (CSR) programs in Greek football clubs. It defines CSR and explains the importance of studying this topic in Greece. The study aims to examine management and fan perceptions of CSR programs through interviews and a survey. Literature on CSR in sports, football, and Greece is reviewed. Results found fans are generally unaware of CSR programs but view them positively. Communication between clubs and fans on CSR needs improvement. Recommendations include improving communication and creating long-term CSR strategies in partnerships.
This document summarizes a research study on the motivations of professional football players who support nonprofit organizations. The study conducted interviews with 10 professional football players to understand what motivates them to form or support nonprofits. It analyzed the interview data using attribution theory to identify common themes in motivations. The findings revealed several attributes shared by athletes around giving to charity, providing insight into what motivates major donors to give back to their communities.
This document summarizes a study on the effectiveness of social media posts by professional sports teams. It conducted qualitative interviews that found posts most engaging to fans focus on team performance, hometown connections, and communicating within fan expectations. A quantitative survey of 162 college students then analyzed which types of posts generate the most engagement between fan and non-fan segments. The data showed posts appealing to hometowns did not cross-appeal to non-fans, and non-fans are less likely to share posts even if they create a positive opinion. The most engaging posts for fans highlight team performance, focus on exposure over engagement for brands, and use "request" language rather than commands.
This document discusses a study on fan loyalty and its impacts. The study aims to understand fan loyalty as a whole by examining factors like brand loyalty vs. team loyalty, psychological commitment to a team, and the relationship between a team's geographical location and attendance rates. The document provides context on fan loyalty through a literature review discussing theories of identification and how geography, attendance, psychological commitment, and brand vs. team loyalty have been explored in previous research. An informed consent form is also included, outlining the study procedures and ensuring confidentiality and voluntary participation.
2016 Cannes Young Lions Response - Play Hard, Play FairThomas Davies
Due to my strong interest in pursuing strategy-based roles, my colleague Tess McBryde (Maxus) and I entered the Australian leg of the 2015 Cannes Young Lions Competition, where despite both being brand new to the industry we were successful in making it through to the Sydney presentation round.
Patient physician interactive game playbook (2)HMENI
Five chapters for each minigame they designed in the Game playbook article. Each chapter has five sections: Player Transformation/Learning Goals, Curriculum Content, Targeted Variables, Theoretical Frameworks ( Theory of Planned Behavior), and Game Design Application. I want to do the same with four chapters - one for each section of PACE. P stands for presenting, A stands for asking, C stands for checking, and E stands for Express. Here is the definition of the PACE Presenting Presenting will provide information about how the adolescent feels. This section will indicate the adolescent’s symptoms, concerns, or problems. Asking: During the examination, the adolescent will ask questions if the desired information is not provided. Thinking about questions to ask the doctor before the appointment will help the adolescent decide what information is important. Checking: This particular portion of the conversation will clarify or check what the adolescent might have heard during the course of the examination. During the examination, the adolescent might have heard words or phrases that were difficult to understand, it might be necessary to clarify what the physician or nurse might be referring to. Expressing This component is used to describe any concerns the adolescent may have in regards to condition, treatment, procedures, dietary changes, or physical activity recommendations. For this thesis, please concentrate only on the Player Transformation/Learning Goals, so the P will have a Player Transformation/Learning Goals, the A will have Player Transformation/Learning Goals, the C will have a Player Transformation/Learning Goals, and E will have a Player Transformation/Learning Goals 1st section-Player Transformation/ Learning Goals a. These goals describe the desired end state of the player experience (i.e., what the player will learn from playing the minigame). b. derived from the “individual determinants” and represent the factors that will have a direct causal effect on the target behaviors c. includes a brief narrative, written in layman′s terms, that describes the overall goal of the minigame. d. game developers could benefit from a more detailed desсrіption of the theoretical underpinnings of the transformation/learning goals and curriculum content e. Thus, the Playbook, which clearly states the player transformation goals and retains archived content, is available for review throughout the game design process and is a critical reference tool. Example: the player transformation goals in the Game Playbook article for People Sense are to (a) increase adolescents′ experience with navigating peer relationships; (b) increase adolescent′s knowledge about social dynamics, risk taking, and the interaction of social dynamics and risk taking (i.e., the influence of others′ behavior on one′s own behavior); and (c) increase adolescents′ perceptions of the risks associated with interacting with negative influence peers.
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Identifying Key Factors in Winning MLB Games Using a Data-Mining ApproachJoelDabady
This document provides an abstract and introduction for a term project report that aims to predict MLB team wins using data mining techniques applied to basic team batting, pitching, and fielding statistics. The researchers want to determine which statistics are most important for winning games and if there are differences between batting, pitching, and fielding. They use data from 2009-2018 and apply artificial neural networks, support vector machines, linear regression, and automatic linear models to obtain results. The introduction provides background on the importance of wins in MLB and reviews several relevant previous studies on predicting wins, the impact of statistics on scoring and preventing runs, and the effect of age on player performance.
Cross Pollination - Saga of the Charlotte HornetsMichael Griffen
This document summarizes the complex history surrounding the original Charlotte Hornets franchise and its impact on multiple NBA teams and fan bases over several decades. It involved 3 permanent franchise relocations, 1 temporary relocation, 3 name changes, and left many confused fan bases. The summary examines the fan bases of the affected teams through three models of fan identification: the expanded model of organizational identification, the success-related fan behavioral process spectrum, and civic-symbolic allegiance methodology. It provides context on fan identification research and defines key terms like identification, disidentification, and civic/symbolic allegiance to classify fan reactions to the many changes surrounding the Charlotte Hornets franchise.
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1. Running head: INFLUENCES ON FAMILY ATTENDANCE 1
Influences on Family Attendance at NFL Games
The University of Kansas
Megan Carroll
2. INFLUENCES ON FAMILY ATTENDANCE 2
Abstract
This paper explores the meaning of market segmentation, target marketing, the
importance of developing fan loyalty, and constraints and consumer motives in relation to the
family demographic. Qualitative data is used in the form of a consumer survey to define the
specific family segmentation and how marketers can improve their fan experience and
attendance at NFL games. Prior research has defined this demographic and sited family as a
motive and segmentation but research is limited when determining how to better improve the
atmosphere and environments at games to make them family appropriate. Targeting families has
been done before by having family zones, promotions targeting kids and ticket packages for
families but the importance of expanding that fan base and creating fan loyalty at a young age by
targeting family and children should not be overlooked. This study hopes to expand the
knowledge on what can be done to improve the family fan experience and generate fan loyalty
through better marketing campaign strategies.
3. INFLUENCES ON FAMILY ATTENDANCE 3
Influences on Family Attendance at NFL Games
Introduction
When discussing target marketing and marketing segmentation, it is clear that a family
demographic has been acknowledged and that current marketers are using strategies to focus on
this specific grouping. However, the importance of generating a desirable fan experience for
families has not been reviewed in-depth. Steps are being taken to create necessary changes in the
game environment to improve family appropriate viewership but why are parents still wary about
bringing their kids to games? How could sport marketers better improve upon these family
friendly areas and generate return customers and loyal fans? What are the specific needs of
families on an NFL game day and why do they believe that the environment is unsuitable for
children now? And, how can not only marketing but ticketing benefit from this knowledge?
These questions address areas that relevant and recent research lack to define. By broadly
defining the family segmentation, addressing the importance of building a young fan base to
establish fan loyalty and addressing the negative NFL game setting, this will identify the areas of
need further addressed throughout this study.
Current research by Evans, Jamal, & Foxall defines motivations as “the driving force
within individuals that moves them to take a particular action” (2009). The purpose of this study
is to look into family motives when consuming a sporting event (specifically an NFL game) and
understand what is restraining them from attending more games and having a higher quality
experience. The Motivation Scale for Sport Consumption, as defined by Trail & James identifies
family as one of ten motives. In their research study, they pointed out the weakness in sports
research by saying “Despite the prominence of sport, little is known about the motives of
4. INFLUENCES ON FAMILY ATTENDANCE 4
individuals who are willing to invest financial, emotional, and temporal resources in following
and watching sports” (p. 109).
As a sport marketer, these psychological motives defined by the MSSC are important to
define and be aware of when creating a marketing strategy. It is important to understand the
Motivation Scale of Sport Consumption when discussing the current study because the motives
impact “attendance at sporting events, purchase of merchandise, and other consumptive
behavior” (p. 123). When trying to get a better understanding of family purchase behavior, sport
consumer motives must be taken into account. The family motive is seen in both the Sport Fan
Motivation Scale (Wann, 1995) and the Motivation Scale for Sport Consumption as mentioned
above. (Trail & James, 2001). Understanding these motives can help to build better
communication opportunities between consumers and marketers.
The relevance of constraints on the the family market segmentation should also be
considered before moving forward. Constraints are defined as “factors that negatively influence
attendance” (Trail & Kim, 2010). Constraints that are specific to families include: money, cost
associated with a whole family attending a game, negative family atmosphere, parking and
lifestyle factors like busy schedules. In identifying and recognizing these constraints, this
research can further address what turns family consumers off when attending a game and how
marketers can help to better attain and maintain fans and generate fan loyalty.
By identifying what factors motivate fans to attend games and what constraints
discourage fan attendance, this research hopes to understand how to better target families and
create a fan experience that is worthwhile, cost effective, and enjoyable. In doing so, parents will
continue to support the team and young fans will create positive memories associated with an
NFL organization and the sport of football. What differentiates this study from previous research
5. INFLUENCES ON FAMILY ATTENDANCE 5
is the emphasis on the family target market and what can be done to improve the NFL game day
experience and generate increased fan loyalty by identifying constraints. By using qualitative
methods of research analysis, a survey will be able to specify what families are looking for in a
game day experience and what currently detracts from repeat purchase behavior.
Literature Review
Motivation Scale for Sport Consumption
When considering the reasons why families do or don’t attend a game it is important to
refer to the Motivation Scale for Sport Consumption developed by Trail & James (2001). The
purpose of the scale was to “measure the motivations behind sport spectator consumption
behavior” (p. 108). One of the motives not only identified in the MSSC but also in the
motivational profiles of sports fans of different sports was family (Wann et al., 2008). The
motivation behind attending a game described family as a way of consuming a sport because it
provides an opportunity to spend time with family members.
Understanding the importance of enjoying a game together as a family cannot be
overlooked when developing stronger marketing techniques. Trail & James describe the MSSC
as “advanc[ing] the study of sport spectators by providing a tool for measuring the psychological
motivations that influence sport consumption…Identifying psychological motives will also allow
researchers to advance our understanding of why people make a commitment (i.e., become loyal)
to a specific sport or team. Sport consumer motives are described by Wann (1995) as
“psychological factors that influence sport consumption” and by identifying these motives,
marketing communications and psychographic segmentation is used to enhance marketing
campaigns. By focusing on the family motive, this study hopes to further develop methods to
6. INFLUENCES ON FAMILY ATTENDANCE 6
retain family consumers and work to create a family-friendly atmosphere conducive to repeat
purchase behavior.
Market Segmentation
Market segmentation is “the process of dividing the total heterogeneous market for a
product into sub-markets, or groups, each consisting of people who have shared characteristics,
based on common needs or desired benefits” (Rohm, Milne & McDonald, 2006). There are four
bases of segmentation as defined by Mullin, Hardy, & Sutton: state-of-being, state-of-mind,
benefits and product usage (2014). State-of-being involves three further segmentations:
demographic (gender, age, ethnic background, family lifestyle, etc.) socioeconomic (indicators
include: income, education, and occupation) and geographic (local, regional, national, &
international). The next base of segmentation is state-of-mind which highly correlates with fan
motives. State-of-mind is described as attitudes, beliefs, values, level of commitment to a team
and motivation. This is relevant in correlation to the research when describing fan motives and
lifestyle preferences. Different lifestyle stages should be targeted differently such as young and
married without children vs. young and married with children and middle-aged and married with
children. These should all be considered when determining marketing strategies to families.
The next base for segmentation is benefits. This is an area that lacks attention from sport
marketers. Benefits are described as “extras” focusing on the appeal of a product to consumers.
As this pertains to families at NFL games, it could refer to a kids zone with face painting or an
interactive and educational area, or involving kids in promotions throughout the game. The last
base of segmentation is product usage. Product usage is defined by how much, how often and
repeat purchases. The survey in this study anticipates a growth in the amount of knowledge in
product usage of families as it relates to an NFL game specifically. In understanding and
7. INFLUENCES ON FAMILY ATTENDANCE 7
segmenting a family group and understanding their specific needs, marketers hope to identify
what could improve their purchase behavior and overall fan experience at NFL games.
Formation of Psychological Commitment & Loyalty
Sport consumer motives specifically, are what researchers are constantly trying to define
in order to show a connection between repeat purchase behavior and fan loyalty. The
Psychological Continuum Model, as defined by Funk & James, provides researchers with a
platform for the systematic study of sport spectators and sports fans. By identifying four levels of
psychological connection to a team, with the highest level (allegiance) being defined by loyalty,
are what all marketers hope to achieve and what researchers of this study are trying to define in
order to build fan loyalty by targeting families that include new fans, return customers, different
age demographics and different levels of connection (2001).
The four levels in the PCM are defined as: awareness, attraction, attachment and
allegiance. A family segmentation could potentially contain all four levels of connection which is
why it is so important to gather data containing information about how to better improve that
connection during NFL games. An allegiant fan is marked by loyalty and devotion. They are
persistent, resistant to change, and their fandom guides their behavior. These are the type of fans
that marketers hope to develop. After many repeat purchases, “behavioral consistency and
psychological commitment suggest that many sports spectators are loyal to specific teams”
(James, 2001, p. 233). But before long term commitments to a team are developed, positive
experiences must be had which is why this research has become increasingly necessary.
James (2001) states that “before individuals develop a psychological commitment to a
team, they must first decide that they like one team better than others” (p. 234). Leisure
socialization with family creates important memories and positive associations between a team
8. INFLUENCES ON FAMILY ATTENDANCE 8
and that fan. “Within this socialization process Bandura (1986, p. 415) proposed that family
contacts provide the initial and perhaps most lasting examples of modeled behavior” (James,
2001). Sport socialization also develops through family and develops into a propensity for sport
consumerism, according to McPherson (1976). Family becomes an important influence in the
development of a love of sport from a very early age (James, 2001, p. 236). If marketers can help
to create these positive associations early on by developing positive family game experiences,
they could potentially be building their loyal fan base for the future. Kim, James & Kim (2013)
state that “Commitment to a sports team may be thought of as a reflection of a sport consumer's
desire to maintain a valued relationship with his or her favorite sports team, and ultimately
impact behavioral intentions (e.g., purchasing apparel, attending games)” (p. 173). The desire to
maintain a valued relationship with a certain team is the ultimate goal for sports marketers.
Therefore, the importance of developing these strong associations between families and teams
cannot be underestimated. With weak research in the area of targeting families and
understanding their purchase behavior, marketers are missing an opportunity to gain a loyal fan
base of dedicated fans who are willing to spend their hard earned money to enjoy a game with
the family.
Factors Influencing Sport Consumption and Motivators
In developing successful market strategies, it is important to assess current factors that
influence sport consumption behavior and relate it to families when consuming sporting events.
Previous research has been done in the realm of basketball at the collegiate level but current
research lacks relevance in the NFL while specifically looking into family consumption
behavior. In Trail & Kim’s study titled, Factors Influencing sports consumption: NCAA
women’s college basketball, they site Sloan (1989) in suggesting there are several theories that
9. INFLUENCES ON FAMILY ATTENDANCE 9
explain why people are motivated to attend sporting events: 1) salubrious effects theory; 2) stress
and stimulation theories; 3) catharsis and aggression theories; 4) Entertainment theory; and 5)
achievement theory (p. 62). Although motivators are important to define, often times fans base
purchase decisions more on negative experiences than positive ones which is why developing a
constructive game day atmosphere can help gain future consumers and repeat purchasers.
In order to continue identifying motivations for families attending games, every member
of the family should be recognized and further examined. James and Ridinger (2002) state that:
“Findings suggested that females seemed more likely to be a sport fan for social reasons,
which included attending games, enjoyment of cheering, and enjoying watching sports
with friends and family. Males reported being a sports fan because they played sports,
enjoyed sports in general, and enjoyed learning about sports (p. 263).”
Mothers and fathers may have different motivators but the importance of enjoying the game with
family would be priority for both. A father might want to share his love of sport with his children
with the hope that they will develop the same passion for the sport while the mother may be
more interested in creating memories and enjoying the game day experience as a family.
Whatever the motive, it is apparent that parents will want an enjoyable game day atmosphere for
the entire family and this study hopes to define ways to accomplish that for an NFL game.
Constraints
In examining purchase behavior of the family demographic in relation to professional
football in the NFL, it is imperative to acknowledge constraints along with motives. Trail and
Kim define constraints as “factors that impede or inhibit an individual from attending a sporting
event” (p. 191). Trail & Kim site Mittal et al (1998) in stating that “negatively perceived
performance of a product’s attributes tend to affect overall satisfaction and repurchase intention
10. INFLUENCES ON FAMILY ATTENDANCE 10
more than positively perceived performance” (2011). Where the current research lacks are the
definition of these constraints in relationship to families’ attendance at NFL games and specifics
involving negative experiences.
Trail and Kim created a conceptual model to explore the relationships among motivators
and constraints, and how they impact attendance. Their conceptual model shows internal and
external motivators and constraints and how those each impact attendance intentions (p. 65).
Internal constraints are the psychological cognitions that curtail behavior while external
constraints are the social or environmental aspects that deter or even prevent a behavior.
Their research showed a significant, positive correlation of all internal motivators, three of the
four internal constraints were significantly and negatively correlated (lack of success, no interest
from significant others, and lack of someone to attend with), all external motivators were
significantly and positively correlated and lastly, external constraints (cost, parking, and
location) had significant correlations (p. 71). This shows that as much as positive motivators
influence attendance and purchase behavior, constraints do as well which is why this study has
relevance in defining fan experiences (positive and/or negative).
Another study by Larkin, Fink and Trail (2015) defines the correlation between
constraints and sport media consumption. Marketers should be establishing tools to compete with
at home viewership and draw fans to games. In recognizing constraints, cost seemed to be the
biggest constraint specifically for the NFL according to the study. Larkin, Fink and Trail state
that, “if he/she simply does not possess the financial means to attend the event, there is little they
can do to negotiate and/or rectify such a constraint.” This makes research on constraints germane
to marketers and ticket sales alike. The survey in this study hopes to better define those restraints
and what negatively impacts attendance and draws families to watch and enjoy games at home.
11. INFLUENCES ON FAMILY ATTENDANCE 11
With many media outlets to enjoy a game while not in attendance, creating marketing strategies
that target each specific segmentation has never been more pertinent.
Methods
This study will utilize the Likert-type scale in a survey to qualitatively describe and
identify family fan experiences. Previous purchasers will be determined through ticket data and
mailed the survey. Throughout one season, surveys will also be emailed to consumers purchasing
three or more tickets together to determine if they were attending as a family and to get feedback
regarding their experience. Surveys will also be handed out at halftime during the game in the
allotted family section and collected after each home game. Once data is collected, surveys will
be coded for analysis. Based on the points awarded and gathered, fan experience will be
determined and the researchers will have a better idea of how they can improve upon current
methods of targeting the family segmentation and convincing parents to repurchase tickets.
The data collection method used was the Likert-type scale. By using the Likert Scale and an
interval level measurement, this allows for the researchers to score the data assuming that each
score is equidistance apart (Mertens, 2014, p. 375). The Central Limit Theorem would be used as
a type of inferential statistics, by using a sample to guess some numbers which describe the
characteristics of a population. The survey scores would be determined and then assumed to be
applicable to the entire family segmentation and audience relevant to NFL games. The Central
Limit Theorem allows for treatment of the data as interval data that measures a latent variable.
Parametric statistical tests, for example analysis of variance, will be applied. The ANOVA,
analysis of variance measure of variability is used when you have more than two groups to
compare or when you have more than one independent variable (Mertens, 2014, p. 420). In this
12. INFLUENCES ON FAMILY ATTENDANCE 12
case, multiple groups of surveyors will be compared after each game to associate surveys with
particular game experiences.
Fan Survey
Please circle the answer that best answers the question as it pertains to you.
Gender Male Female
Age 18-24 25-32 33-40 40+
# of Children 0 1-2 3-4 5+
NFL games
attended
0 1-2 3-4 5+
Please circle the answer that best describes your feelings towards the statement
1. Your NFL gameday experience was desirable.
Strongly Disagree Disagree Neutral Agree Strongly Agree
2. You would attend another game based on your experience.
Strongly Disagree Disagree Neutral Agree Strongly Agree
3. The atmosphere was family appropriate.
Strongly Disagree Disagree Neutral Agree Strongly Agree
4. There were activities for kids to enjoy.
Strongly Disagree Disagree Neutral Agree Strongly Agree
5. Children and parents were both targeted through specific marketing throughout the
game.
Strongly Disagree Disagree Neutral Agree Strongly Agree
6. Your children would come back to another game because they enjoyed it.
Strongly Disagree Disagree Neutral Agree Strongly Agree
7. You would bring your kids back to a game.
Strongly Disagree Disagree Neutral Agree Strongly Agree
8. The fans around you were appropriate and respectful of your kids.
Strongly Disagree Disagree Neutral Agree Strongly Agree
9. You bought a family ticket package with discounted prices.
13. INFLUENCES ON FAMILY ATTENDANCE 13
Strongly Disagree Disagree Neutral Agree Strongly Agree
10. You heard about the tickets from another family.
Strongly Disagree Disagree Neutral Agree Strongly Agree
11. The game day experience was worth the money.
Strongly Disagree Disagree Neutral Agree Strongly Agree
12. You purchased merchandise for you and/or your kids at the game.
Strongly Disagree Disagree Neutral Agree Strongly Agree
13. You purchased concessions at the game.
Strongly Disagree Disagree Neutral Agree Strongly Agree
14. You received an email following the game, asking about your experience.
Strongly Disagree Disagree Neutral Agree Strongly Agree
15. You believe players on the team are suitable role models for your kids.
Strongly Disagree Disagree Neutral Agree Strongly Agree
16. You attended the game to spend time together and create memories as a family.
Strongly Disagree Disagree Neutral Agree Strongly Agree
17. You attended the game because of your love of football.
Strongly Disagree Disagree Neutral Agree Strongly Agree
18. You attended the game because you heard of other families’ positive experiences?
Strongly Disagree Disagree Neutral Agree Strongly Agree
19. The game was worth your time.
Strongly Disagree Disagree Neutral Agree Strongly Agree
20. You will purchase more NFL related merchandise in the future (tickets, clothing,
concessions).
Strongly Disagree Disagree Neutral Agree Strongly Agree
14. INFLUENCES ON FAMILY ATTENDANCE 14
Discussion and Conclusion
In conclusion, market segmentation, fan commitment and loyalty, sport consumption
motives, and constraints have all been used in prior research to define specific fan demographics.
The purpose of this particular study is to further define the family demographic and better
understand what motivates and constrains them from attending NFL games. It should be the
priority of marketers and ticket sales departments to analyze fans attending the game and
understand the reasoning behind their purchase. The limitations of this study lie in the
distribution of the survey. The survey will only reach those who have previously attended a
game. In order to achieve a larger fan base and reach more families in the community, surveys
should also be distributed to families who have never attended a game, not just those that have.
This would provide more conclusive and reliable research that could be translated and applied to
marketing in the future. A need for further research regarding family purchase behavior and
attendance and this survey would do well in gathering information to further research in the
future and improve current marketing strategies.
15. INFLUENCES ON FAMILY ATTENDANCE 15
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