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.
Featured Image
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.
Perspectives
I think that this publication is a novel way of evaluating sport fans and their connection to a specific team. In addition, using the Fan Community scale and the Individual Fortitude Scale is an easy and quick way for sports marketers to segment their fans into useful, identifiable consumer segments. This allows specific communication plans to be developed for each segment more easily.
Dr. Galen T Trail
Seattle University
Read the Original
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.
You can read the full text:
Contributors
The following have contributed to this page
