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- Title
Motivational Factors for Evaluating Sport Spectator and Participant Markets.
- Authors
McDonald, Mark A.; Milne, George R.; JinBae Hong
- Abstract
While sport has become a viable component of the marketing promotion mix, a comprehensive set of factors for evaluating the motivations of consumers who watch or play sport is still lacking. This research begins to fill this void by suggesting a motivations framework to organize constructs for evaluating sport consumption. The empirical study develops scales to measure motivations for spectating and participant markets and profiles sports using motivational constructs. The proposed constructs are shown to have implications for marketing managers, advertising agencies, and other researchers in sport marketing.
- Subjects
SPORTS; MARKETING; MOTIVATION (Psychology); MARKETING executives; ADVERTISING agencies; CONSUMPTION (Economics); SPORTS marketing
- Publication
Sport Marketing Quarterly, 2002, Vol 11, Issue 2, p100
- ISSN
1061-6934
- Publication type
Article