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.
PDF (Published Version)
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.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Authors retain copyright.|
|Uncontrolled Keywords:||sport teams; supporters; psychological connection|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Depositing User:||Dr Melissa Johnson Morgan|
|Date Deposited:||24 Feb 2009 02:30|
|Last Modified:||02 Jul 2013 23:13|
Actions (login required)
|Archive Repository Staff Only|