- Title
- The influence of involvement, following sport and fan identification on fan loyalty: an Australian perspective
- Creator
- Stevens, Shawn; Rosenberger III, Philip J.
- Relation
- International Journal of Sports Marketing & Sponsorship Vol. 13, Issue 3, p. 220-234
- Relation
- http://www.imrpublications.com/journal-landing.aspx?volno=13&no=3
- Publisher
- International Marketing Reports
- Resource Type
- journal article
- Date
- 2012
- Description
- Sport has evolved into one of the largest industries in Australia and there is a corresponding increased interest in the factors influencing fan loyalty. This paper presents a theoretically developed conceptual model which empirically tests the relationships between fan identification, sports involvement, following sport and fan loyalty. Survey results indicate that fan identification, following sport and involvement positively influence fan loyalty, while following sport was found to mediate the involvement-fan identification relationship.
- Subject
- sports marketing; loyalty; involvement; fan identification; rugby league; Australia
- Identifier
- http://hdl.handle.net/1959.13/1304132
- Identifier
- uon:20804
- Identifier
- ISSN:1464-6668
- Language
- eng
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