What is it about?
Using Oliver's product loyalty framework, we determined that sport fans could be categorized by fortitude (allegiance to the brand) and social support (brand community) into four groups. These four groups differed on their game attendance, team merchandise consumption, broadcast media consumption, and print media consumption.
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Why is it important?
Our findings show that with 2 scales (6 items) marketers can segment their consumers into 4 distinct and viable market segments.
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This page is a summary of: An examination of Oliver’s product loyalty framework, International Journal of Sports Marketing and Sponsorship, April 2016, Emerald,
DOI: 10.1108/ijsms-04-2016-008.
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