by David Hedlund | Feb 13, 2021 | Esports, Sport Consumer Behavior, Sport Management, Sport Marketing
A Typology of Esport Players David P. Hedlund ABSTRACT In recent years, esports have grown from a small number of local gaming activities undertaken by a few recreational participants to a multi-billion dollar industry with professional leagues, franchises, teams and...
by David Hedlund | Dec 30, 2020 | fan loyalty program, fan orientation, Sport Consumer Behavior, Sport Management, Sport Marketing
The influence of perceived fan orientation on satisfaction, loyalty and sport consumption behaviors Hüseyin Köse, Metin Argan and David Hedlund ABSTRACT Purpose – The purpose of this research is to develop and validate a scale to measure the perceived orientation of...
by David Hedlund | Jul 1, 2020 | Sport Consumer Behavior, Sport Management, Sport Marketing, Tribal Marketing
Classifying sport consumers: From casual to tribal fans David P. Hedlund, Rui Biscaia, and Maria do Carmo Leal ABSTRACT Sport fans rarely attend sporting events alone. While traditional consumer and sport fan behavior research often examines fans based on demographic...
by David Hedlund | Jan 1, 2019 | Sport Consumer Behavior, Sport Management, Sport Marketing
Ignition tradition? A case study of the Florida State University Athletics Department’s 2014 logo redesign David P. Hedlund Brian S. Gordon Masayuki Yoshida Joseph St. Germain Marlon McPhatter ABSTRACT Brand marks are important representations of organizations. Over...
by David Hedlund | Sep 15, 2018 | Sport Consumer Behavior, Sport Management, Sport Marketing
Professional sport teams and fan loyalty programs: A perceived value perspective Masayuki Yoshida Brian S. Gordon David P. Hedlund ABSTRACT The management of loyalty programs has become a central tenet behind the logic of customer relationship management (CRM; Bolton,...
by David Hedlund | Feb 1, 2018 | Sport Consumer Behavior, Sport Management, Sport Marketing
Conceptualising and Measuring Fan Identity Using Stakeholder Theory Rui Biscaia, David P. Hedlund, Geoff Dickson and Michael Naylor ABSTRACT Research question: Building on identity theory and stakeholder theory, this study explores the concept of fan identity based...
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