Sport Consumption Habits in Terms of Generations

This article evaluates the main concepts of Sports Marketing that influences on consumer behavior in the context of football. As it is disputable if sports consumers are unique or not, within researchers and marketers, this article also tries to investigate the literature presenting opinions on the topic. The author has tried to find out the main traits that make sports consumers unique or non-unique by synthesizing academic literature and a case study on Fenerbahce SK. This research is not empirical and presents a theoretical framework.

This study aimed to reveal the sports consumption behavior intentions of the spectators of two football teams competing in Turkish Super League, in order to examine whether this behavior changes in cases of success and failure. Besides, the study also attempted to detect any difference between the consumption behaviors of the spectators of the two teams and to reveal the reasons of these differences. Spectators of two different teams competing in Turkish Super League participated in the study on voluntary basis. Totally 678 sports spectators attended the study: 54.30% (N=368) of these spectators supported Eskişehirspor while 45.70% (N=310) supported Bursaspor. To this end, the Sports Consumption Behavior Scale which was developed by and the validity and reliability of the Turkish version of which was tested by was used in the scope of the study. In conclusion, this study examined the consumer behavior intentions of the spectators of two teams competing in Turkish Football Super League (one being more successful and the other less successful according to the results of the first half of the football season) and found that the spectators of the more successful team scored higher marks in "Attendance Intention" and "Licensed Merchandise Consumption Intention" subdimensions.

European Sport Management Quarterly, 2020

Research question: The purpose of the study was to identify consumption traits that might influence millennial sport fan behavior. Research methods: We accomplished this objective by using mixed methods (i.e. review of literature, focus group (N = 18), and survey (N = 300)). We analyzed the millennial sport fan consumption traits by calculating descriptive statistics and conducting ANOVA to compare their traits with Baby Boomers and Generation X. Results and findings: The literature review revealed the five traits of millennial fan consumption: (a) technology-driven, (b) community-driven, (c) peer pressure (FoMO), (d) emotional consumption, and (e) fan engagement. These prominent traits also emerged from focus group interviews and the survey. Generational differences among sport fans were also found. Implications: With regard to theoretical and practical implications we identified traits that influenced millennial consumption behaviors. The results of the current study suggest that segmentation research is an effective and efficient way to reach target consumer groups, an approach that can benefit sport organizations. Differences among the three generations indicate the necessity of developing specific marketing strategies to target millennial fans, for which practitioners should apply five millennial consumption traits when deploying marketing strategies.

This paper analyzes the intergenerational evangelization of new supporters. Through the ethnography of two rival football clubs in Brazil, we show how engaged supporters transmit the club mythology through ordinary and extraordinary rituals. We discuss the implications of this process for studies on intergenerational influences, brand loyalty, and family identity.

2012

This study aims to identify segments of members in a professional football team, and to compare service quality perceptions and behavioral intentions among these segments. The members registered in the club’s database were invited to complete a survey including demographic questions, measures of consumer behavior, service quality, and behavioral intentions. The results from a sample of 6820 participants allowed the identification of three distinct segments, named as ‘Occasional’, ‘Die-hard’, and ‘Weekend Lovers’. Results also indicate that these three segments of members showed statistically significant differences regarding service quality perceptions and behavioral intentions. Managerial implications of these results are discussed and suggestions for future research are provided.

2015

The aim of this study is to investigate the relationship between the presence of supporter in the stadium, which demonstrates the supporter’s involvement with his soccer club, and its influence on the purchase of official products of the 12 largest Brazilian brands of soccer clubs. In this research, it was collected information from 1,296 supporters who responded to a questionnaire with 22 questions. It was defined as involvement with their soccer club the frequency this supporter goes to the stadium. In order to determine the consumption relationship it were used variables such as frequency of purchase of

Low attendance rates at the national level soccer games in Serbia has resulted in unenviable market place positions of the soccer clubs. The current research analyzes the differences among types of different fans among the top soccer clubs in Serbia across the motivations for consumption in sport and a team identification. A sample of respondents (N=365) were divided by their commitment and loyalty to the club into three subsamples: temporary, loyal and committed fans. The results indicated that the level of motivation and identification increases with the level of fan commitment and loyalty to the club. There were significant differences for committed fans in regards to individual motives and team identification as compared to temporary and loyal fans, with loyal fans showing higher levels than temporary fans. Implications based on these established distinctions suggest to sports marketers the necessity for making adjustments in marketing strategies based on each type of fan or target consumer group.

Brazilian Business Review

This paper links brand love and sports management, with the intention to identify the relationship of brand love with their constructs antecedents (self-expression, performance satisfaction and relationship satisfaction) and consequent (behavioral loyalty, attitudinal loyalty and positive word of mouth) and see if the soccer team is a moderating factor in these relationships. The theoretical model was based on Santana (2009) used in a survey with 270 fans of soccer rival teams: Sport Club Internacional and Grêmio Football Portoalegrense. The results were analyzed by Structural Equation Modeling. It was identified that the soccer team is a moderating factor in the relations proposals. Thus, it is concluded that the study showed that sports management should be customized, as each team represents something different for their fans. Managers of sports marketing need first to know what image the team presents and what are the feelings involved.

Football fans are consumers with a special behaviour with their football club brand. Football is the most popular sport in the world. Demographically, organisations worldwide are becoming increasingly homogeneous. The main aim of this study is to explore why football fans are willing to do some kind of sacrifices in order to continue their relationship with their preferred club brand. Therefore, 97 telephone interviews (from a list of 123 potential respondents) were conducted with entrepreneurs, managers, students, lawyers, retired, employees (public and private), professors, athletes, coach. Participants were contacted in accordance with the procedures of snowball sampling type starting with finding the perpetrators of personal contacts that fit the profile request for the study: the main criterion of the integral elements of this first study is to be people who really like football, people who have the willingness to make sacrifices for the sake of their relationship with the football club brand and team. The findings of the first study reveal four major facets: passion/soul, be different, leave all behind, personal risk. The study contributes to knowledge in marketing field, as well as provides insights to brand managers. Keywords: football sport; passion/soul; passive sacrifice; active sacrifice.