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A Generational Study : = The Perceptual Similarities and Differences of Sports Fans' Team Identification towards Consumer Behavior Intentions within Professional Sports.

Record Type:	Electronic resources : Monograph/item
Title/Author:	A Generational Study :/
Reminder of title:	The Perceptual Similarities and Differences of Sports Fans' Team Identification towards Consumer Behavior Intentions within Professional Sports.
Author:	Brooks, Jamieson.
Description:	1 online resource (310 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 84-09, Section: B.
Contained By:	Dissertations Abstracts International84-09B.
Subject:	Sports management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30309515click for full text (PQDT)
ISBN:	9798377617891

A Generational Study : = The Perceptual Similarities and Differences of Sports Fans' Team Identification towards Consumer Behavior Intentions within Professional Sports.
Brooks, Jamieson.

A Generational Study :The Perceptual Similarities and Differences of Sports Fans' Team Identification towards Consumer Behavior Intentions within Professional Sports. - 1 online resource (310 pages)

Source: Dissertations Abstracts International, Volume: 84-09, Section: B.

Thesis (D.B.A.)--St. Thomas University, 2023.

Includes bibliographical references

The purpose of this study was to highlight the perceptual similarities and differences of sports fans' team identification towards consumer behavior intentions within professional sports based on generational cohort segmentation (Baby Boomers, Generation X, and Generation Y). A mixed-methods study was applied, through a quantitative and qualitative data collection and analysis process, using three research instruments: a) Team Identification Scale; b) Points of Attachments Index; and c) Measure of Sports Behaviors. The quantitative technique utilized an online survey, using a nonprobability sampling method via convenience sampling approach through deductive reasoning, while the qualitative technique employed a semi-structured interview process. In totality, 305 participants were captured in the survey, while the interviews obtained four members per generational cohort; a total of 12 participants. This study was conducted throughout Toronto, GTA, and southeastern Ontario, Canada in using the Toronto Maple Leafs as the primary team of interest. Overall, three key research questions were explored, in which no statistical significance differences was discovered in RQ1 and RQ2. In RQ3, key findings were discovered towards the seven consumer behavior intentions. The results highlighted a strong connection between the Baby Boomers and 'traditional' consumer behavior intentions, Generation Y and the 'digital' consumer behavior intentions, with Generation X generally acting as a bridge. Thus, the marketers of professional sports teams can apply these findings into their advertising strategies in order to influence sports fans' team identification through each generational cohort's specific interests and desires.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798377617891Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Consumer behaviorIndex Terms--Genre/Form:

542853
Electronic books.

A Generational Study : = The Perceptual Similarities and Differences of Sports Fans' Team Identification towards Consumer Behavior Intentions within Professional Sports.
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520 $a The purpose of this study was to highlight the perceptual similarities and differences of sports fans' team identification towards consumer behavior intentions within professional sports based on generational cohort segmentation (Baby Boomers, Generation X, and Generation Y). A mixed-methods study was applied, through a quantitative and qualitative data collection and analysis process, using three research instruments: a) Team Identification Scale; b) Points of Attachments Index; and c) Measure of Sports Behaviors. The quantitative technique utilized an online survey, using a nonprobability sampling method via convenience sampling approach through deductive reasoning, while the qualitative technique employed a semi-structured interview process. In totality, 305 participants were captured in the survey, while the interviews obtained four members per generational cohort; a total of 12 participants. This study was conducted throughout Toronto, GTA, and southeastern Ontario, Canada in using the Toronto Maple Leafs as the primary team of interest. Overall, three key research questions were explored, in which no statistical significance differences was discovered in RQ1 and RQ2. In RQ3, key findings were discovered towards the seven consumer behavior intentions. The results highlighted a strong connection between the Baby Boomers and 'traditional' consumer behavior intentions, Generation Y and the 'digital' consumer behavior intentions, with Generation X generally acting as a bridge. Thus, the marketers of professional sports teams can apply these findings into their advertising strategies in order to influence sports fans' team identification through each generational cohort's specific interests and desires.
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