Borrowed from the consumer socialization literature the concept of fandom initialization in Major League Baseball (MLB) is identified as influenced by 'how' initialization occurs as influenced by family, friends, playing the game, favorite teams and players and media and at what age, or 'when', the age at which initialization occurs. This research determines that a significant relationship exists between fandom initialization, occurring primarily in early childhood, and sports consumption behaviors (SCB) of adults; measured by expenditures of money and of time. The quantitative research includes confirmatory factor analysis of loyalty measures taken from Funk and James (2001) Psychological Continuum Model. Exploratory regression analyses is conducted of proposed model components of initialization influences ('how' and 'when'), levels of loyalty (awareness, attraction, attachment and allegiance), grudgeholding outcomes (from the marketing literature on branding) as independent variables with SCB expenditures of money and time. Structural Equation Modeling (SEM) is conducted to determine model fit. Qualitative analysis is included to ascertain face validity is supportive of the proposed model findings. Model components for initialization influences, loyalty and SCB expenditures of money and time display relationship significance. Grudgeholding measures are shown not to have relationship significance to SCB.
|School Location:||United States -- Florida|
|Source:||DAI-A 70/01, Dissertation Abstracts International|
|Keywords:||Childhood, Fandom, Initialization, Loyalty, Sport consumption behavior, Sports consumption, Structural equation modeling, Time and money|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be