Title

Rusting on fans: Nurturing sport team identification via the creation of generational fandom - A case study

Document Type

Journal Article

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

14250

Comments

This article was originally published as: O'Shea, M., & Alonso, A. D. (2012). Rusting on fans: Nurturing sport team identification via the creation of generational fandom - A case study. International Journal of Sport Management and Marketing, 12(41306), 39-56. Original article available here

Abstract

A complex issue faced by sport marketers relates to how they nurture new generations of fans in a rapidly evolving sport/entertainment marketplace. The study examines this issue among marketers and CEOs of three professional sport organisations. The application of the psychological continuum model (PCM) is considered as a framework for understanding. The key emphasis was the organisations' capacity to 'rust on' new and traditional fans in order to nurture long-term allegiance. In a ferociously competitive marketplace, where sport brand diversity (more clubs) can create fan confusion and desertion, the traditional importance of club-fan bonds through 'rusting on' remains a focus.

DOI

10.1504/IJSMM.2012.051251

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