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| Author: | Pritchard, M. P. Funk, D. C. |
| Title: | The formation and effect of attitude importance in professional sport |
| Journal: | European Journal of Marketing
2010 : VOL 44:7/8, p. 1017-1036 |
| Index terms: | consumer behaviour USA attitudes sports industry service |
| Language: | eng |
| Abstract: | The article studies attitude importance in spectator sports. The study is conducted by collecting samples of questionnaires gathered from spectators of women's professional soccer at a certain sport venue in USA. Path analysis of MIMIC-model is used to construe the data. The results indicate that the customer's experience of technical and functional aspects of the service situation leads to meta-attitude of importance which, in turn, may be leveraged using different strategies. |
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