<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Sport fan loyalty is important to attain within a culturally rich and global audience as loyal sport fans are unique consumers. The ability to adequately understand what motivates the sports consumer is an important requirement for sport managers. This paper proposes that a greater understanding of fandom will contribute to a better understanding of the concept of loyalty. Although there is research regarding typology of fans and loyalty, but even within sport advocates group there may be sub-categories that can explain loyalty behaviour further. This research analyses types of sport fans in different disciplines in the UK, as an example of diverse society to explore factors determining category of fans.</p></abstract>

Sport fan loyalty is important to attain within a culturally rich and global audience as loyal sport fans are unique consumers. The ability to adequately understand what motivates the sports consumer is an important requirement for sport managers. This paper proposes that a greater understanding of fandom will contribute to a better understanding of the concept of loyalty. Although there is research regarding typology of fans and loyalty, but even within sport advocates group there may be sub-categories that can explain loyalty behaviour further. This research analyses types of sport fans in different disciplines in the UK, as an example of diverse society to explore factors determining category of fans.

Consumer in Sports: Fan typology analysis

Journal of Intercultural Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Consumer in Sports: Fan typology analysis"}

Sport fan loyalty is important to attain within a culturally rich and global audience as loyal sport fans are unique consumers. The ability to adequately...

Consumer in Sports: Fan typology analysis

Published Online: Aug 25, 2015

Page range: 263 - 288

DOI: https://doi.org/10.2478/joim-2014-0050

Keywords
consumer, sport, fan typology

© Społeczna Akademia Nauk

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Consumer in Sports: Fan typology analysis

Published Online: Aug 25, 2015

Page range: 263 - 288

DOI: https://doi.org/10.2478/joim-2014-0050

Keywordsconsumer, sport, fan typology

© Społeczna Akademia Nauk

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
consumer, sport, fan typology