The uniqueness of sport: Testing against marketing's empirical laws |
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| Institution: | 1. Faculty of Business & Law, Swinburne University, John St, Hawthorn, Victoria 3125, Australia;2. Sport & Recreation Management, School of Tourism & Hospitality Management, Temple University, United States;1. Faculty of Business & Law, Swinburne University, John St, Hawthorn, Victoria 3125, Australia;2. Sport & Recreation Management, School of Tourism & Hospitality Management, Temple University, United States;1. Department of Advertising, College of Media and Communication, Texas Tech University, BOX 43082, Lubbock, TX 79409, USA;2. Department of Psychology, College of Humanities and Fine Arts, Murray State University, USA;3. Department of Tourism, Recreation, and Sport Management, College of Health and Human Performance, University of Florida, USA;1. School of Physical Education, Sport and Exercise Sciences, University of Otago, PO Box 56, Dunedin 9054, New Zealand;2. Faculty of Kinesiology & Health Studies, 3737 Wascana Parkway, University of Regina, Regina, SK, Canada S7N 0A2;1. University of Ottawa, Canada;2. Norwegian School of Sport Sciences, Norway;1. Centro Interdisciplinar de Estudo da Performance Humana (CIPER), Faculdade de Motricidade Humana, Universidade de Lisboa, Estrada da Costa, 1495-688 Cruz Quebrada, Portugal;2. School of Kinesiology, Sport Management, University of Minnesota, 218 Cooke Hall, 1900 University Avenue SE, Minneapolis, MN 55455, USA;3. Biwako Seikei Sport College, 1204 Kitahira, Otsu, Shiga 520-0503, Japan;4. Faculdade de Motricidade Humana, Universidade de Lisboa, Estrada da Costa, 1495-688 Cruz Quebrada, Portugal;5. ISPA – Instituto Universitário, Rua Jardim do Tabaco, 34, 1149-041 Lisboa, Portugal;1. University of Stirling, Faculty of Health Sciences and Sport, Pathfoot Building, FK9 4LA, Stirling, Scotland, United Kingdom;2. Manchester Metropolitan University, Department of Economics, Policy and International Business, All Saints Building, All Saints, M15 6BH, Manchester, England, United Kingdom |
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| Abstract: | Two key law-like patterns – the double jeopardy and duplication of purchase laws – have consistently been found to explain and predict consumer behavior across a wide range of industries. There has been speculation that these empirical generalisations may not hold in the case of professional team sport brands. The reasons given include the passionate loyalty of sport fans, the fact that two sport teams must be consumed at once in any contest, and the strong geographic dominance of sport brands. In this study, we examine the applicability of these two law-like generalisations to professional team sport. With a few caveats, these law-like patterns hold, suggesting that sport team brands operate in line with what is known about other consumer markets. Results suggest the unique aspects of the sport market do not meaningfully impact consumer behavior and therefore sport brands should be managed in fundamentally the same way as most consumer markets. |
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| Keywords: | Loyalty Sport fans Dirichlet Double jeopardy Duplication of purchase Empirical generalisations |
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