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Conative Loyalty of Latino and Non-Latino Professional Baseball Fans

Michelle Harrolle, Galen Trail, Ariel Rodriguez, and Jeremy Jordan

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).

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Does Advertising Mitigate the Negative Effects of Losing on Satisfaction and Conative Aspects of Sport Attendance? A Case Study in Intercollegiate Athletics

Galen T. Trail, Hyungil Kwon, and Dean F. Anderson

It has been determined that advertising tends to mitigate a negative trial effect among low-product-involvement consumers when it precedes the negative trial but has no impact on beliefs and attitudes when the trial is positive. This case study investigated the effect of advertisements on sport consumers’ satisfaction and conative loyalty in spectating sport. Specifically, the authors examined spectators who were novice attendees at an intercollegiate men’s basketball game (N = 206). Two groups (home team winning, home team losing) were investigated to determine whether advertising mitigated the negative product–trial effect (losing). The results indicated that although advertising did not mitigate losing specific to immediate satisfaction with the game outcome or decision to attend, it did seem to mitigate losing on conative loyalty.

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Theory Creation in Sport for Development: Reflections on Barriers and Strategies for Advancement

Carrie W. LeCrom, Brendan Dwyer, and Gregory Greenhalgh

). The nature of prejudice . Reading, MA : Addison-Wesley Publishing Co . Ballouli , K. , Trail , G.T. , Koesters , T.C. , & Bernthal , M.J. ( 2016 ). Differential effects of motives and points of attachment on conative loyalty of formula 1 US grand prix attendees . Sport Marketing Quarterly

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Championship and Sponsor Analysis in Intercollegiate Athletics: A Case Study Examining the Effects of Identification, Expectations, and Game Outcomes on Event Sponsorship Evaluations

Natalie Brown-Devlin, Michael B. Devlin, and Vincent Peña

behavior . In S. Worchel & W. Austin (Eds.), Psychology of intergroup relations (pp.  7 – 24 ). Nelson Hall . Trail , G.T. , Anderson , D.F. , & Fink , J.S. ( 2005 ). Consumer satisfaction and identity theory: A model of sport spectator conative loyalty . Sport Marketing Quarterly, 14

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Determinants of Consumers’ Adoption of Mobile Ticketing via Self-Service Technology

Sanghoon Kim, Kwangho Park, Jun-Phil Uhm, and Hyun-Woo Lee

-country investigation . Journal of Travel Research, 56 ( 5 ), 563 – 577 . Yuksel , A. , Yuksel , F. , & Bilim , Y. ( 2010 ). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty . Tourism Management, 31 ( 2 ), 274

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Leveraging Event Participation Benefits Beyond the Running Course: Deciphering the Motivational Basis of Event Satisfaction

James Du, Heather Kennedy, Jeffrey D. James, and Daniel C. Funk

.1362/026725708X381984 Trail , G.T. , Anderson , D.F. , & Fink , J.S. ( 2005 ). Consumer satisfaction and identity theory: A model of sport spectator conative loyalty . Sport Marketing Quarterly, 14, 98 – 111 . Vandenberg , R.J. , & Lance , C.E. ( 2000 ). A review and synthesis of the measurement

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Bouncing Back: Unpacking the Influence of Sport Media on Consumer Resilience

Changwook Kim, Jinwon Kim, Jeoung Hak Lee, and Yuhei Inoue

sport spectator conative loyalty . Sport Marketing Quarterly, 14 ( 2 ). 98 – 111 . Ungar , M. ( 2004 ). A constructionist discourse on resilience: Multiple contexts, multiple realities among at-risk children and youth . Youth & Society, 35 ( 3 ), 341 – 365 .

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Understanding the Lack of Diversity in Sport Consumer Behavior Research

Elizabeth B. Delia, E. Nicole Melton, Katherine Sveinson, George B. Cunningham, and Daniel Lock

. , Trail , G. , Rodriguez , A. , & Jordan , J. ( 2010 ). Conative loyalty of Latino and non-Latino professional baseball fans . Journal of Sport Management, 24 ( 4 ), 456 – 471 . 10.1123/jsm.24.4.456 Heere , B. , & James , J.D. ( 2007 ). Sports teams

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Conceptualizing Relative Size and Entitativity of Sports Fan Community and Their Roles in Sport Socialization

Akira Asada and Yong Jae Ko

model of sport spectator conative loyalty . Sport Marketing Quarterly, 14 , 98 – 111 . Travaglino , G.A. , Abrams , D. , Randsley de Moura , G. , & Yetkili , O. ( 2016 ). Fewer but better: Proportionate size of the group affects evaluation of transgressive leaders . British Journal of

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Sport Spectatorship and Life Satisfaction: A Multicountry Investigation

Yuhei Inoue, Mikihiro Sato, Kevin Filo, James Du, and Daniel C. Funk

(Eds.), The social psychology of intergroup relations (pp.  33 – 47 ). Monterey, CA : Brooks/Cole . Trail , G.T. , Anderson , D.F. , & Fink , J.S. ( 2005 ). Consumer satisfaction and identity theory: A model of sport spectator conative loyalty . Sport Marketing Quarterly, 14 , 98 – 111