Examining the relationship for sport motives, relationship quality, and sport consumption intention

Volume: 24, Issue: 2, Pages: 322 - 344
Published: Mar 15, 2021
Abstract
As the sport industry becomes progressively competitive, most professional teams focus on ways to develop a long-term relationship with fans. One such strategy is sport marketing intended to enhance relationship quality between fans and teams, which may be related to high sport consumption. Accordingly, in this study the authors developed a model that explains the antecedents and outcomes of relationship quality initiatives in the context of...
Paper Details
Title
Examining the relationship for sport motives, relationship quality, and sport consumption intention
Published Date
Mar 15, 2021
Volume
24
Issue
2
Pages
322 - 344
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