EXPLAINING NFL FANS' PURCHASE INTENTIONS FOR REVERED AND REVILED TEAMS: A DUAL-PROCESS PERSPECTIVE

被引：0
|
作者：
Sierra, Jeremy J. [1 ]
Taute, Harry A. [2 ]
Heiser, Robert S. [3 ]
机构：
[1] Texas State Univ, San Marcos, TX 78666 USA
[2] Utah Valley Univ, Orem, UT USA
[3] Univ Southern Maine, Portland, ME USA
来源：
Marketing Dynamism & Sustainability-Things Change, Things Stay the Same... | 2015年
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D O I：
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中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In the sport consumption context, cognitive factors such as personal beliefs and feelings for a particular team have been shown to influence fan behavior. Further, fans often engage in team-related discussion and behaviors rooted in cognitive and emotive perceptions; yet, research examining such factors jointly as determinants of sport consumption is limited. Using undergraduate business student samples from the southwest U.S., this research develops, tests, and shows support for two dual-process models for revered (Studyl) and reviled (Study 2) NFL teams.
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页码：356 / 356
页数：1
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