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The effects of team loyalty and selected stadium factors on spectator attendance

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CONTRIBUTORS:
  Author Wakefield, K. L. (University of Mississippi)
  Author Sloan, H. J. (University of Mississippi)
JOURNAL:
  Journal of Sport Management [JSM], 9(2), 153 - 172.
YEAR: 1995
PUB TYPE: Journal Article
SUBJECT(S): football; Southeastern-Conference; spectator; commitment; attendance; stadium; marketing
DISCIPLINE: Recreation, Sports & Leisure Studies
HTTP: https://secure.sportquest.com/su.cfm?articleno=375448&title=375448
LANGUAGE: English
PUB ID: 103-334-915 (Last edited on 2002/03/03 18:03:44 US/Mountain)
SPONSOR(S):
 
ABSTRACT:
Having loyal fans and a winning team generally results in higher attendance at games. However, university and professional team administrators are beginning to recognize the importance of marketing the stadium experience as more than just the game. Drawing from data collected from spectators at five Southeastern Conference football stadiums, the effects of team loyalty, stadium parking, stadium cleanliness, perceived crowding, food service, and fan behavior control on spectators' desire to stay and attend games at the stadium were investigated. Covariance structural modeling (e.g., LISREL) was employed to test the causal relationships among the hypothesized relationships. The results support the premise that although team loyalty strongly affects attendance, stadium design and stadium services also directly influence spectators' desire to stay, and hence, attend games at the stadium.
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