Journal of
Marketing Development and Competitiveness






Scholar Gateway


Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS 


Male and Female Sports Fans: Team Identification, Satisfaction With Team Performance, and Consumption Behavior


Author(s): Stefan E. Genchev, Gordon Gray, Stacia Wert-Gray

Citation: Stefan E. Genchev, Gordon Gray, Stacia Wert-Gray, (2021) "Male and Female Sports Fans: Team Identification, Satisfaction With Team Performance, and Consumption Behavior," Journal of Marketing Development and Competitiveness, Vol. 15, Iss. 2,  pp. 1-9

Aricle Type: Research paper

Publisher: North American Business Press

Abstract:

This research examines the relationships between sports teams and various fan basis. The path of inquiry recognizes that a sports organization that successfully implements relationship marketing programs can develop long-term relationships with its fans, thus improving the likelihood of customer retention. Two factors, fan identification with a team and fan satisfaction with a team’s performance, have been identified as critically important in retaining a sports team’s customers. Results suggest differences between male and female fans in team identification and sports event attendance, but not in satisfaction with team performance or other consumption behaviors.