Volkov, Michael and Johnson Morgan, Melissa and Summers, Jane (2007) Consumer construction of sport consumption experiences through role play: a literature review. In: 4th Annual Sport Marketing Association Conference: Sport Marketing Across the Spectrum: Research from Emerging, Developing and Established Sholars (SMA 2006), 4-6 Nov 2006, Denver, Colorado.
Evidence exists in the literature that many traditional consumer behaviours have fundamentally different meanings when considered in an experiential context. This paper posits that voicing during the experiential consumption of sport may in fact be a factor of experiential consumption rather than an expression of dissatisfaction as in the traditional complaint behaviour model. This is significant in the interpretation of experiential sport consumption where vocalising appears to serve purposes other than complaining. This paper revises the traditional complaint behaviour literature for explanations about vocalising and then offers some alternate conceptual propositions using experiential consumption literature.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Permanent restricted access to paper due to publisher copyright restrictions. Conference held 2006, but not published until 2007.|
|Uncontrolled Keywords:||sport marketing; role play; experiential consumption; sports fans|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Depositing User:||Dr Jane Summers|
|Date Deposited:||31 Oct 2007 06:21|
|Last Modified:||02 Jul 2013 22:52|
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