The Structural Relationship among Team Image, Team Identification and Attitudinal· Behavioral Loyalty of Professional Soccer Teams

Jang, Jin Young; Park, Ho-Yoon; Seo, Hyo-Min

doi:10.51979/kssls.2017.11.70.63

Cited by 1 publication

(2 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Table 1. Demographic characteristics of samples 동일시 측정은 선행연구에서 사용된 동일시문항을 수정•보완하여 4개 항목을 구성하였다 (Bhattacharya, Rao, & Glynn, 1995;Jang, Park, & Seo, 2017;Kim, 2004). 충성도는 태도적, 행동적 충성도로 구분되는데, 전자는 스포츠 구단 에 대한 팬들의 감정적 몰입과 선호에 관한 심리적 성향을, 후자는 제품 및 서비스를 반복 구매하고자는 실천적 관점에 서의 태도를 의미한다.…”

Section: 조사도구unclassified

“…충성도는 태도적, 행동적 충성도로 구분되는데, 전자는 스포츠 구단 에 대한 팬들의 감정적 몰입과 선호에 관한 심리적 성향을, 후자는 제품 및 서비스를 반복 구매하고자는 실천적 관점에 서의 태도를 의미한다. Funk and James (2006)의 연구와 Yang and Lee (2011), Jang, et, al. (2017)…”

Section: 조사도구unclassified

See 1 more Smart Citation

The Development Process Model of Sports Fan Loyalty via CSR of Professional Sports Teams

Cha¹,

Lee²,

Seo³

2020

JSAS

View full text Add to dashboard Cite

Purpose:The purpose of this study is to investigate how sports fans' loyalty is built via CSR activities of professional sports teams. Furthermore, the study sought to suggest the model presenting the process of developing loyalty of sport fans by teams' CSR performance. Research design, data, and methodology: For this purpose, a survey was conducted on 450 professional sports fans through the convenience sampling method. A total of 357 of the data were used for the final analysis. Based on the collected data, frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were conducted. Results: The results showed that CSR activities contribute to building a positive image of team. Regarding fan identification, team image has also a positive effect on enhancing identification. The finding has supported the notion that attitudinal loyalty is enhanced by fan identification and further attitudinal loyalty significantly influences behavioural loyalty of fans. Conclusions: The results of this study explored the function of CSR of the teams on attitudinal and behavioural outcomes, loyalty. Moreover, the study suggested the constructual model presenting its role on enhancing fans' attitudes and behaviour affecting participation and consumption. Academic and practical implications were discussed for sport marketers and practitioners.

show abstract

Section: 조사도구unclassified