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How Value Congruence Affects Fan Consumption Behaviour

Ziniel, C and Gransden, C (2023) How Value Congruence Affects Fan Consumption Behaviour. International Journal of Sports Management and Marketing, 23 (1/2). pp. 21-43. ISSN 1475-8962

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Abstract

This paper examines whether consumers holding certain ethical values demonstrate paralleled consumption behaviour when they perceive those same values in the businesses they patronise. Our study investigates whether this value congruence leads to greater levels of consumption in both number of items purchased and the amount spent. To explore this connection, we integrate a large customer survey (n=1925) with the sales records of a Premier League football club in the UK. We find that value congruence has a substantive impact upon consumption behaviour. This is a helpful finding for the role of values and ethical behaviour in business because it identifies a monetary incentive for businesses to reflect the moral values found in their customers.

Item Type: Article
Uncontrolled Keywords: 1106 Human Movement and Sports Sciences; 1504 Commercial Services; 1505 Marketing; Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (from Sep 19)
Publisher: Inderscience
SWORD Depositor: A Symplectic
Date Deposited: 21 Apr 2023 12:26
Last Modified: 21 Apr 2023 12:31
DOI or ID number: 10.1504/IJSMM.2023.10055627
URI: https://researchonline.ljmu.ac.uk/id/eprint/16945
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