The effect of the category of sport team on the role of nostalgia in an individual supporter's psychological connection to that sport team

Volkov, Michael and Summers, Jane and Johnson Morgan, Melissa (2008) The effect of the category of sport team on the role of nostalgia in an individual supporter's psychological connection to that sport team. In: ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat, 1-3 Dec 2008, Sydney, Australia.

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Abstract

With the many benefits related to high levels of psychological connection with a sport team, marketers, management and communities desire supporters to be highly connected with sport teams. A major gap has been identified in relation to the effect of the category of sport team on the role of nostalgia in determining that connection. A conceptual model is presented together with a proposed methodology. This research will aid academics and administrators in their communications with and targeting of consumers and affords communities the opportunity to benefit from consumers’ higher levels of psychological connection with a sport team.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Depositing User: Dr Melissa Johnson Morgan
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 24 Feb 2009 02:30
Last Modified: 22 Aug 2014 00:04
Uncontrolled Keywords: sport teams; supporters; psychological connection
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/4909

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