Conative Loyalty of Latino and Non-Latino Professional Baseball Fans

The sport marketing field has neglected to study the Latino population despite escalating amounts of consumer research within the marketing literature focusing on this market segment. Therefore, the purpose of our study was to examine the potential predictors of conative loyalty (i.e., purchase inte...

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Bibliographic Details
Published in:Journal of sport management 2010-07, Vol.24 (4), p.456-471
Main Authors: Harrolle, Michelle, Trail, Galen, Rodriguez, Ariel, Jordan, Jeremy
Format: Article
Language:English
Subjects:
Comparative studies
Hispanic Americans
Loyalty
Market segments
Professional baseball
Sports marketing
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Summary:The sport marketing field has neglected to study the Latino population despite escalating amounts of consumer research within the marketing literature focusing on this market segment. Therefore, the purpose of our study was to examine the potential predictors of conative loyalty (i.e., purchase intentions) of the Latino fan by testing the Model of Sport Spectator Conative Loyalty (Model B) on a Latino sample. In addition, we wanted to compare the relationships within the model between Latinos and Non-Latinos to study the potential differences between the two market segments. The participants were Latino ( n = 127) and Non-Latino ( n = 186) attendees of a professional Major League Baseball game in the Southeastern United States. Even though the model results were very similar for both groups, differences do exist between Latinos and Non-Latinos in terms of specific sport consumer behavior relationships (e.g., BIRGing and CORFing on Conative Loyalty).
ISSN:0888-4773
1543-270X
DOI:10.1123/jsm.24.4.456