2011 Volume 3 Issue 1 Pages 5-21
Drawing from the literature on sport consumer behavior and related fields such as marketing, the purpose of this paper is to introduce some new research topics in the field of sport marketing. Based on six categories of customer metrics and two important perspectives of consumer decision making (social identity and customer satisfaction), four important research streams are identified: consumer motivations, social identity, customer satisfaction, and customer loyalty. For each research stream, the core issues are introduced based on the conceptualization of key constructs and the theoretical explanations that outline the relationships between antecedents, consequences, and moderating variables. This paper also provides directions for future research that focuses on the development of new concepts, such as brand experiences, brand ethics, brand community, human brands, and customer engagement, which go beyond traditional marketing concepts.