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Understanding sports fan motivation : a study into fan involvement, satisfaction and loyalty
Mini Dissertation (MBA)--University of Pretoria, 2019.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2019
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| _version_ | 1867613489458053120 |
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| access_status_str | Open Access |
| author2 | Mostert, Pierre |
| author_browse | Mostert, Pierre |
| author_facet | Mostert, Pierre |
| collection | Thesis |
| dc_rights_str_mv | © 2019 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2019. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/71722 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:57.501Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2019 |
| publishDateRange | 2019 |
| publishDateSort | 2019 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/71722 Understanding sports fan motivation : a study into fan involvement, satisfaction and loyalty Mostert, Pierre ichelp@gibs.co.za Maxton, Ben UCTD Mini Dissertation (MBA)--University of Pretoria, 2019. The constructs of motivation, involvement, satisfaction, and loyalty have been extensively researched from a marketing perspective and in a sporting context. The purpose of this research was to examine the relationships between these constructs within a South African rugby context in order to better understand what motivates rugby fans to attend live rugby matches. An empirical study was conducted using a quantitative methodology in which primary data were collected using an online questionnaire. The findings in this study generally corroborated sentiments in existing marketing and sports literature. A key finding was that entertainment is the most prevalent motivator for live sports attendance. In contrast to existing literature, only a few of the fan motivational factors, as identified in Wann’s (1995) sports fan motivation scale, correlated with the other constructs. It was also found that no relationship exists between fan involvement and fan behavioural loyalty. The study demonstrates the utility of a relationship marketing approach for rugby brands in South Africa seeking to better understand the motivation of fans attending live rugby matches. Based on the findings, specific recommendations are made to assist rugby brands in South Africa to increase the motivation for fans to attend live rugby matches. pt2019 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2019-10-09T14:23:02Z 2019-10-09T14:23:02Z 19/09/30 2019 Mini Dissertation Maxton, B 2019, Understanding sports fan motivation : a study into fan involvement, satisfaction and loyalty, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/71722> S2019 http://hdl.handle.net/2263/71722 en © 2019 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Understanding sports fan motivation : a study into fan involvement, satisfaction and loyalty |
| title | Understanding sports fan motivation : a study into fan involvement, satisfaction and loyalty |
| title_full | Understanding sports fan motivation : a study into fan involvement, satisfaction and loyalty |
| title_fullStr | Understanding sports fan motivation : a study into fan involvement, satisfaction and loyalty |
| title_full_unstemmed | Understanding sports fan motivation : a study into fan involvement, satisfaction and loyalty |
| title_short | Understanding sports fan motivation : a study into fan involvement, satisfaction and loyalty |
| title_sort | understanding sports fan motivation a study into fan involvement satisfaction and loyalty |
| topic | UCTD |
| url | http://hdl.handle.net/2263/71722 |