The effect of the category of sport team on the role of nostalgia in an individual supporter's psychological connection to that sport team
Paper
Volkov, Michael, Summers, Jane and Johnson Morgan, Melissa. 2008. "The effect of the category of sport team on the role of nostalgia in an individual supporter's psychological connection to that sport team." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
| Paper/Presentation Title | The effect of the category of sport team on the role of nostalgia in an individual supporter's psychological connection to that sport team |
|---|---|
| Presentation Type | Paper |
| Authors | Volkov, Michael (Author), Summers, Jane (Author) and Johnson Morgan, Melissa (Author) |
| Editors | Spanjaard, Daniela, Denize, Sara and Sharma, Neeru |
| Journal or Proceedings Title | Proceedings of the 2008 Australian and New Zealand Marketing Academy Conference (ANZMAC 2008) |
| ERA Conference ID | 76596 |
| Number of Pages | 9 |
| Year | 2008 |
| Place of Publication | Australia |
| ISBN | 1863081445 |
| Web Address (URL) of Paper | http://www.anzmac2008.org/ |
| Conference/Event | ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat |
| ANZMAC Conference | |
| Event Details | ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C C C C C C C C C |
| Event Details | ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat Parent ANZMAC Conference Event Date 01 to end of 03 Dec 2008 Event Location Sydney, Australia |
| Abstract | With the many benefits related to high levels of psychological connection with a sport team, marketers, management and communities desire supporters to be highly connected with sport teams. A major gap has been identified in relation to the effect of the category of sport team on the role of nostalgia in determining that connection. A conceptual model is presented together with a proposed methodology. This research will aid academics and administrators in their communications with and targeting of consumers and affords communities the opportunity to benefit from consumers’ higher levels of psychological connection with a sport team. |
| Keywords | sport teams; supporters; psychological connection |
| ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
| 520599. Social and personality psychology not elsewhere classified | |
| 350605. Marketing management (incl. strategy and customer relations) | |
| Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
| Byline Affiliations | Deakin University |
| School of Management and Marketing |
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