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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Investigating National Football League (NFL) Fan Loyalty

Author(s): Craig A. Martin

Citation: Craig A. Martin, (2013) "Investigating National Football League (NFL) Fan Loyalty," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 1, pp. 42 - 53

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The present study attempts to determine if a consumer’s consumption motivation and customer

commitment influence the loyalty the consumer exhibits toward his or her favorite National Football

League (NFL) Team. The present study utilizes survey responses from 302 NFL fans. A path model

analysis using Amos 17 was performed to assess the hypothesized relationships. The results indicate that

increasing an NFL fan’s social motivation to consume increases the fan’s customer commitment, and

increasing an NFL fan’s customer commitment increases the fan’s attitudinal loyalty. Additionally, the

results indicate that an NFL fan’s customer commitment influences his or her behavioral loyalty.