The path to game-day attendance runs through sports fan rituals

Journal article

Fazal-e-Hasan, Syed Muhammad, Neale, Larry, Sekhon, Harjit, Mortimer, Gary, Brittain, Ian and Sekhon, Jaswinder. (2021). The path to game-day attendance runs through sports fan rituals. Journal of Business Research. 137, pp. 308-318. https://doi.org/10.1016/j.jbusres.2021.08.024
AuthorsFazal-e-Hasan, Syed Muhammad, Neale, Larry, Sekhon, Harjit, Mortimer, Gary, Brittain, Ian and Sekhon, Jaswinder
Abstract

Sports, as a service sector, generates billions of dollars not solely through attendance but through the sale of merchandise, which forms part of a sports fan’s rituals. This study uses a sample of 651 attendees at an Australian Football League game to explore ritual behavior, define the game-day rituals observed, and design a scale to measure sports fan rituals in order to investigate a series of positive relationships, including commitment and personal and social rituals, and social rituals and behavioral loyalty (game-day attendance). The findings support previous research that has found a significant and positive relationship between vicarious achievement, fan association, and commitment, and extends previous research by finding a significant and positive relationship between personal and social rituals and behavioral loyalty. For academic researchers, the findings are important to establish the role of personal and social rituals in consumption and behavioral loyalty while opening future research opportunities in other product categories. For sports marketers, the results indicate the importance of developing and facilitating consumption rituals tied to game-day attendance, with a view to generating uncommon loyalty.

Keywordsvicarious achievement; sports fans; loyalty; personal rituals; social rituals; attendance
Year2021
JournalJournal of Business Research
Journal citation137, pp. 308-318
PublisherElsevier Inc.
ISSN0148-2963
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2021.08.024
Scopus EID2-s2.0-85113817135
Research or scholarlyResearch
Page range308-318
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online29 Aug 2021
Publication process dates
Accepted13 Aug 2021
Deposited05 Jul 2022
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