401
Views
0
CrossRef citations to date
0
Altmetric
Articles

Sport governing bodies’ influence on non-transactional fan behaviours

, &
Pages 123-138 | Received 11 Nov 2017, Accepted 17 Jul 2018, Published online: 26 Jul 2018
 

ABSTRACT

The purpose of the paper is to present an advanced knowledge of a sport governing body’s – instead of club’s or team’s – influence on non-transactional fan behaviours. A higher understanding is achieved via the development of a global Fan-Relationship-Management-Model and local subgroup-specific models. A partial least squares path modelling approach is used to test the global model among a sample of five hundred and one individuals. Further, a response-based procedure for detecting unit segments is implemented to uncover local models. A series of chi-square tests are conducted to determine whether the local models differ on, for example, demographic measures and the fan’s devotedness to the team. We found three local models. Each local model exhibits different relationship strengths between its variables. These different relationship strengths are not confounded by demographic characteristics, but by a fan’s devotedness. This paper is useful to appreciate the sport governing body’s impact on non-transactional fan behaviours. The insights shared are essential for practitioners, who want to incorporate their sport governing body into a holistic and segment-specific marketing strategy. For the first time, a sport governing body’s influence on non-transactional fan behaviours is examined. The presentation of three local models, based on a response-based procedure for detecting unit segments, is new to the sports management theory.

Disclosure statement

No potential conflict of interest was reported by the authors.

Log in via your institution

Log in to Taylor & Francis Online

PDF download + Online access

  • 48 hours access to article PDF & online version
  • Article PDF can be downloaded
  • Article PDF can be printed
USD 53.00 Add to cart

Issue Purchase

  • 30 days online access to complete issue
  • Article PDFs can be downloaded
  • Article PDFs can be printed
USD 689.00 Add to cart

* Local tax will be added as applicable

Related Research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.