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Segmentation of football fans based on evangelistic behaviour: Empirical evidence from Croatia

Author

Listed:
  • Mario Pepur

    (University of Split, Faculty of Economics, Business and Tourism, Split, Croatia)

  • Goran Dediæ

    (University of Split, Faculty of Economics, Business and Tourism, Split, Croatia)

  • Bepo Žura

    (Taekwondo club Marjan, Split, Croatia)

Abstract

Professional football is a big business in which understanding fans is a precondition for the long-term commercial success of clubs. The focus of this paper is on the segmentation of football fans based on their behaviour and on determining the differences among the identified segments. The research is cross- sectional, and the data was collected through an online survey of 370 fans, sampled using a non-probability, convenience sample. For segmentation purposes, the eFangelism scale – consisting of four basic forms of evangelistic behaviour: advertising, advocating, assimilating, and antagonizing, was used. Data were analysed using hierarchical and non-hierarchical cluster analysis, ANOVA, and posthoc Tukey test. The results of this study confirm the applicability of the concept of sports fan evangelism (eFangelism). Four clusters of football fans are identified based on evangelistic behaviours. This study provides concise profiles for each of the clusters and shows differences between the characteristics of their members. The findings from this study can be of use to sports marketers – namely, elements of marketing strategy can and should be adjusted for idiosyncrasies of various segments identified through the study.

Suggested Citation

  • Mario Pepur & Goran Dediæ & Bepo Žura, 2023. "Segmentation of football fans based on evangelistic behaviour: Empirical evidence from Croatia," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 41(1), pages 249-269.
    • Handle: RePEc:rfe:zbefri:v:41:y:2023:i:1:p:249-269
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    References listed on IDEAS

    as
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    2. Funk, Daniel C. & James, Jeff, 2001. "The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport," Sport Management Review, Elsevier, vol. 4(2), pages 119-150, November.
    3. Daniel C. Funk & Jeff James, 2001. "The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport," Sport Management Review, Taylor & Francis Journals, vol. 4(2), pages 119-150, July.
    4. Mansoor, Mahnaz & Paul, Justin, 2022. "Mass prestige, brand happiness and brand evangelism among consumers," Journal of Business Research, Elsevier, vol. 144(C), pages 484-496.
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    More about this item

    Keywords

    sports market; evangelistic behaviour; eFangelism; segmentation;
    All these keywords.

    JEL classification:

    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z29 - Other Special Topics - - Sports Economics - - - Other

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