Izvorni znanstveni članak
https://doi.org/10.18045/zbefri.2023.1.249
Segmentation of football fans based on evangelistic behaviour: Empirical evidence from Croatia*
Mario Pepur
orcid.org/0000-0001-7564-5442
Goran Dedić
orcid.org/0000-0001-9800-0313
Bepo Žura
Sažetak
Professional football is a big business in which understanding fans is a
precondition for the long-term commercial success of clubs. The focus of this
paper is on the segmentation of football fans based on their behaviour and on
determining the differences among the identified segments. The research is cross-
sectional, and the data was collected through an online survey of 370 fans,
sampled using a non-probability, convenience sample. For segmentation purposes,
the eFangelism scale – consisting of four basic forms of evangelistic behaviour:
advertising, advocating, assimilating, and antagonizing, was used. Data were
analysed using hierarchical and non-hierarchical cluster analysis, ANOVA, and
posthoc Tukey test. The results of this study confirm the applicability of the concept
of sports fan evangelism (eFangelism). Four clusters of football fans are identified
based on evangelistic behaviours. This study provides concise profiles for each of
the clusters and shows differences between the characteristics of their members.
The findings from this study can be of use to sports marketers – namely, elements
of marketing strategy can and should be adjusted for idiosyncrasies of various
segments identified through the study.
Ključne riječi
sports market; evangelistic behaviour; eFangelism; segmentation
Hrčak ID:
305139
URI
Datum izdavanja:
30.6.2023.
Posjeta: 354 *