Segmentation of football team spectator participation levels based on the Continuous Psychological Model (PCM)

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ESMAEILI MOHSEN; Malekian Ali; Tojjari Farshad

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Journal: SPORT MARKETING STUDIES Year:2021 | Volume:1 | Issue:4 Page(s): 73-96

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Title

Segmentation of football team spectator participation levels based on the Continuous Psychological Model (PCM)

Author(s)

ESMAEILI MOHSEN | Malekian Ali | Tojjari Farshad | Issue Writer Certificate

Keywords

segmentation

Spectator

football

Premier League

psychological continuum model

Abstract

The present study is a descriptive method that has been conducted in the field. 760 men aged 18 to 65 years watching the football matches of Persepolis and Esteghlal teams in the Premier League randomly and voluntarily completed the participation measurement scale (Beaton, Funk, Alexandris, 2009). Findings based on the dimensions of participation (pleasure, Centrality and badge) and in the form of a continuous psychological model, showed that in Esteghlal and Persepolis football teams, the lowest and highest levels of participation are related to the levels of loyalty (17. 2%) and attractiveness (32. 2%), respectively. Confirmatory factor analysis showed that the multidimensional participation model is a useful tool for segmenting the audience into different theoretical stages, so event managers can design the appropriate marketing strategies to meet the needs and wants of each segment and move along. Facilitate the chain towards loyalty The overall result of the research shows that the psychological continuum model can be used as a criterion for segmenting sports spectators to guide sports researchers and marketers to design targeted marketing strategies.

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APA: Copy

ESMAEILI, MOHSEN, Malekian, Ali, & Tojjari, Farshad. (2021). Segmentation of football team spectator participation levels based on the Continuous Psychological Model (PCM). SPORT MARKETING STUDIES, 1(4 ), 73-96. SID. https://sid.ir/paper/404593/en

Vancouver: Copy

ESMAEILI MOHSEN, Malekian Ali, Tojjari Farshad. Segmentation of football team spectator participation levels based on the Continuous Psychological Model (PCM). SPORT MARKETING STUDIES[Internet]. 2021;1(4 ):73-96. Available from: https://sid.ir/paper/404593/en

IEEE: Copy

MOHSEN ESMAEILI, Ali Malekian, and Farshad Tojjari, “Segmentation of football team spectator participation levels based on the Continuous Psychological Model (PCM),” SPORT MARKETING STUDIES, vol. 1, no. 4 , pp. 73–96, 2021, [Online]. Available: https://sid.ir/paper/404593/en

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