|Title:||Fan engagement value in team sport : service-dominant logic informed dimensions|
|Authors :||Hüttermann, Marcel|
|Conference details:||25th European Association for Sport Management Conference (EASM), Bern, 5-8 September 2017|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Peer review (publication)|
|Subject (DDC) :||658.8: Marketing management|
|Abstract:||Fan engagement is central to the customer relationship management (CRM) of professional sport teams. However, previous research relating to fan engagement is limited regarding the following aspects: 1) it does not provide a holistic perspective on both positive and negative facets of fan engagement, 2) it uses a narrow definition of fan engagement that only refers to non-transactional behaviors, and 3) it only focuses on specific forms of fan engagement (e.g., fan-fan interactions). To resolve these issues, this research uses Hollebeek, Srivastava, and Chen’s (2016) service dominant-logic informed framework of customer engagement and explores value dimensions of fan engagement in team sports. In so doing, we explore how fans can become ‘game changers’, that is, affect a team’s economic and on-pitch performance.|
|Departement:||School of Management and Law|
|Organisational Unit:||Institute of Marketing Management (IMM)|
|Publication type:||Conference other|
|Appears in Collections:||Publikationen School of Management and Law|
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