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Consumers and fans in multiple roles

In: Concise Introduction to Sport Marketing

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Abstract

The chapter titled “Consumers and fans in multiple roles” emphasizes that fans are consumers of sports but also consumers in their role as sports fans. The fan journey introduces the activities involved in a game visit. The psychological and social psychological mechanisms of involvement and identification are utilized to explain fandom. Consumer fandom is then related to areas such as social media and ticket sales. The final section considers market segmentation, values and consumer dynamics.

Suggested Citation

  • ., 2023. "Consumers and fans in multiple roles," Chapters, in: Concise Introduction to Sport Marketing, chapter 2, pages 19-39, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21327_2
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    File URL: https://www.elgaronline.com/doi/10.4337/9781802208412.00011
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