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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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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