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).
Search Results
Conative Loyalty of Latino and Non-Latino Professional Baseball Fans
Michelle Harrolle, Galen Trail, Ariel Rodriguez, and Jeremy Jordan
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.
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
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
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 . https://doi.org/10.1177/0047287516657891 Yuksel , A. , Yuksel , F. , & Bilim , Y. ( 2010 ). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty . Tourism Management, 31 ( 2 ), 274
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
Run Again Another Day: The Role of Consumer Characteristics and Satisfaction in Repeat Consumption of a Sport-Related Experience Product
Bradley J. Baker, Jeremy S. Jordan, and Daniel C. Funk
.1177/0092070301291002 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 ( 2 ), 98 – 111 . Tsuji , Y. , Bennett , G. , & Zhang , J. ( 2007 ). Consumer satisfaction with an action
Sport and Happiness: Understanding the Relations Among Sport Consumption Activities, Long- and Short-Term Subjective Well-Being, and Psychological Need Fulfillment
Jeeyoon Kim and Jeffrey D. James
of Happiness Studies, 7 ( 2 ), 183 – 225 . doi:10.1007/s10902-005-4754-1 10.1007/s10902-005-4754-1 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 ( 2 ), 98
The Distinctiveness of Sport Management Theory and Research
George B. Cunningham, Janet S. Fink, and James J. Zhang
.03.001 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 U.S. Grand Prix attendees . Sport Marketing Quarterly, 25 ( 3 ), 166 – 181 . Biscaia , R. , Trail , G. , Ross , S
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
