Segmenting Satellite Supporters Based on Their Value for Team Sport Organizations

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Segmenting Satellite Supporters Based on Their Value for Team Sport Organizations. / Uhrich, Sebastian; Behrens, Anton; Kang, Tae-Ahn et al.

in: Journal of Global Sport Management, 2020.

Publikationen: Beitrag in FachzeitschriftZeitschriftenaufsätzeForschungBegutachtung

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@article{4dcc1e78607042459ed00c624d41f492,
title = "Segmenting Satellite Supporters Based on Their Value for Team Sport Organizations",
abstract = "An increasing number of team sport consumers around the globe follow foreign leagues, teams or athletes. These so-called satellite supporters may be loosely interested individuals or avid fans, they engage in diverse activities, and they have varying consumption behaviors. However, the extant research does not offer systematic classifications of the different subgroups of satellite supporters, preventing team sport organizations from making efficient allocations of marketing resources in foreign markets. This research addresses this gap by providing a segmentation of satellite supporters that is based on the value that these supporters generate for team sport organizations. The segmentation considers dimensions of value that are both financial (i.e. transactional value) and non-financial (i.e. influencer value and relationship value). Based on data from a large-scale survey (N = 2,710) in four key international target markets (China, Japan, Germany, and the UK), a two-step cluster analysis identified three segments: High Value Satellite Fans, Mid Value Satellite Supporters, and Low Value Satellite Casuals. We discuss these segments as well as the managerial and theoretical implications of the study.",
keywords = "Internationalization, cluster analysis, consumer value, satellite fans, sports fans",
author = "Sebastian Uhrich and Anton Behrens and Tae-Ahn Kang and Hirotaka Matsuoka and Kim Uhlendorf",
year = "2020",
doi = "10.1080/24704067.2020.1819617",
language = "English",
journal = "Journal of Global Sport Management",
issn = "2470-4075",
publisher = "Routledge",

}

RIS

TY - JOUR

T1 - Segmenting Satellite Supporters Based on Their Value for Team Sport Organizations

AU - Uhrich, Sebastian

AU - Behrens, Anton

AU - Kang, Tae-Ahn

AU - Matsuoka, Hirotaka

AU - Uhlendorf, Kim

PY - 2020

Y1 - 2020

N2 - An increasing number of team sport consumers around the globe follow foreign leagues, teams or athletes. These so-called satellite supporters may be loosely interested individuals or avid fans, they engage in diverse activities, and they have varying consumption behaviors. However, the extant research does not offer systematic classifications of the different subgroups of satellite supporters, preventing team sport organizations from making efficient allocations of marketing resources in foreign markets. This research addresses this gap by providing a segmentation of satellite supporters that is based on the value that these supporters generate for team sport organizations. The segmentation considers dimensions of value that are both financial (i.e. transactional value) and non-financial (i.e. influencer value and relationship value). Based on data from a large-scale survey (N = 2,710) in four key international target markets (China, Japan, Germany, and the UK), a two-step cluster analysis identified three segments: High Value Satellite Fans, Mid Value Satellite Supporters, and Low Value Satellite Casuals. We discuss these segments as well as the managerial and theoretical implications of the study.

AB - An increasing number of team sport consumers around the globe follow foreign leagues, teams or athletes. These so-called satellite supporters may be loosely interested individuals or avid fans, they engage in diverse activities, and they have varying consumption behaviors. However, the extant research does not offer systematic classifications of the different subgroups of satellite supporters, preventing team sport organizations from making efficient allocations of marketing resources in foreign markets. This research addresses this gap by providing a segmentation of satellite supporters that is based on the value that these supporters generate for team sport organizations. The segmentation considers dimensions of value that are both financial (i.e. transactional value) and non-financial (i.e. influencer value and relationship value). Based on data from a large-scale survey (N = 2,710) in four key international target markets (China, Japan, Germany, and the UK), a two-step cluster analysis identified three segments: High Value Satellite Fans, Mid Value Satellite Supporters, and Low Value Satellite Casuals. We discuss these segments as well as the managerial and theoretical implications of the study.

KW - Internationalization

KW - cluster analysis

KW - consumer value

KW - satellite fans

KW - sports fans

UR - https://www.mendeley.com/catalogue/435a821d-3413-3622-851f-8e56ccc15087/

U2 - 10.1080/24704067.2020.1819617

DO - 10.1080/24704067.2020.1819617

M3 - Journal articles

JO - Journal of Global Sport Management

JF - Journal of Global Sport Management

SN - 2470-4075

ER -

ID: 5408013