The sport marketing field has neglected to study the Latino population despite escalating amounts of consumer research within the marketing literature focusing on this market segment. Therefore, the purpose of our study was to examine the potential predictors of conative loyalty (i.e., purchase intentions) of the Latino fan by testing the Model of Sport Spectator Conative Loyalty (Model B) on a Latino sample. In addition, we wanted to compare the relationships within the model between Latinos and Non-Latinos to study the potential differences between the two market segments. The participants were Latino (n = 127) and Non-Latino (n = 186) attendees of a professional Major League Baseball game in the Southeastern United States. Even though the model results were very similar for both groups, differences do exist between Latinos and Non-Latinos in terms of specific sport consumer behavior relationships (e.g., BIRGing and CORFing on Conative Loyalty).
Harrolle is with the Dept. of Parks, Recreation, and Tourism Management, North Carolina State University, Raleigh, NC 27695. Trail is with the Dept. of Sport Administration and Leadership, Seattle University, Seattle, WA. Rodriguez is with the School of Community Resources and Development, Arizona State University, Phoenix, AZ. Jordan is with the School of Tourism and Hospitality Management, Temple University, Philadelphia, PA.