The fan ritual scale and sports attendance
Neale, Larry (2009) The fan ritual scale and sports attendance. In Proceedings of the 7th Annual Conference of the Sport Marketing Association, Mount Union College, Cleveland, Ohio, pp. 1-8.
Rituals are an important part of society, and are a frequent topic of investigation among sociologists and anthropologists. Marketing applications of ritual, however, are rare. This study investigates the relationships between sports fan rituals, team identification and attendance using the Fan Ritual Scale. Data were collected at a professional football game in Australia. The results reveal a significant and positive relationship between social rituals, identification and attendance. There was no relationship however, between identification, attendance and personal rituals.
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|Item Type:||Conference Paper|
|Keywords:||Sport Fan, Ritual, Loyalty, Attendance|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Measurement (150504)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2009 please consult the author.|
|Deposited On:||17 Feb 2010 00:43|
|Last Modified:||29 Feb 2012 14:05|
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