Masayuki Yoshida, David P. Hedlund, Brian S. Gordon

Abstract: Fan loyalty programs are common among professional sport teams. A growing concern shared by researchers and practitioners is to understand the various value dimensions that constitute the overall value of relationship-building tactics. We introduce a multidimensional conceptualization of the perceived value of fan loyalty programs, develop a measurement model for the proposed dimensions, and examine the impact of perceived value on both program loyalty and team loyalty. The results from Study 1 provided evidence supporting the convergent and discriminant validity of the proposed measurement model of perceived value. In Study 2, the findings provided further evidence for the construct validity of the measurement model and supported the notion that the perceived value dimensions of fan loyalty programs were not only directly predictive of program loyalty, but it also had direct and indirect effects on attitudinal team loyalty.

Keywords: fan loyalty programs, perceived value, team loyalty, program loyalty, professional sport

Citation: Yoshida, M., Hedlund, D. P., & Gordon, B. S. (2018). Professional sport teams and fan loyalty programs: A perceived value perspective. International Journal of Sport Management, 19(3), 235-261.

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