Abstract
Sport teams are increasingly using their websites to create and nurture relationships with their fans. Like other leisure-based products and services, sport brands have a capacity to facilitate the development of brand communities. Websites can be a key context for the expression of brand community. This study examines the effects of perceived cohesion, commitment, and attitude toward the website on intent to use the website via a web survey of NFL team website users (N=144). Structural equation modelling was used to confirm a model in which commitment and attitude toward the website directly increased intention to use the website; cohesion and commitment directly enhance attitude toward the website; and, cohesion has a strong, positive association with commitment. Implications and practical applications for building web community are discussed, and directions for future research are suggested.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 231-252 |
| Number of pages | 22 |
| Journal | Sport Management Review |
| Volume | 10 |
| Issue number | 3 |
| DOIs | |
| State | Published - Nov 2007 |
| Externally published | Yes |
Keywords
- NFL
- cohesion
- commitment
- purchase intentions
- website
ASJC Scopus subject areas
- Business and International Management
- Tourism, Leisure and Hospitality Management
- Strategy and Management
- Organizational Behavior and Human Resource Management
- Management Science and Operations Research
- Marketing