Abstract
A complex issue faced by sport marketers relates to how they nurture new generations of fans in a rapidly evolving sport/entertainment marketplace. The study examines this issue among marketers and CEOs of three professional sport organisations. The application of the psychological continuum model (PCM) is considered as a framework for understanding. The key emphasis was the organisations’ capacity to ‘rust on’ new and traditional fans in order to nurture long-term allegiance. In a ferociously competitive marketplace, where sport brand diversity (more clubs) can create fan confusion and desertion, the traditional importance of club-fan bonds through ‘rusting on’ remains a focus.
| Original language | English |
|---|---|
| Pages (from-to) | 39-56 |
| Number of pages | 18 |
| Journal | International Journal of Sport Management and Marketing |
| Volume | 12 |
| Issue number | 45323 |
| Publication status | Published - 2012 |
Keywords
- sports
- sports spectators
- professional sports
- marketing
- management
- rusting on