Article2005

Reconciling managers' strategic vision with fans' expectations

27 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Sports, Gender, and Society Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

This study presents a multi-method based approach to matching fan expectations and needs with a franchise's strategic vision. This approach is demonstrated by looking at a Canadian team in the National Hockey League. The needs of the customers are assessed through a questionnaire survey and an indepth interview with the franchise's marketing vicepresident. Results are discussed, discrepancies between the two positions are analysed and recommendations are made.

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References

1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1981Qualitative Evaluation Methods 2001Brand Community 1993River Magic: Extraordinary Experience and the Extended Service Encounter 2003Brand Synthesis: The Multidimensionality of Brand Knowledge 1995How Consumers Consume: A Typology of Consumption Practices 1995PRELIMINARY VALIDATION OF THE SPORT FAN MOTIVATION SCALE 1989Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities

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