Using a sample of 284 consumers of a professional soccer event, the authors test the impact of consumers' subjective responses on objective repurchase behavior. Data on consumers' subjective evaluations of key marketing actions (i.e., customer equity drivers) and repurchase intentions were collected from spectators using survey questionnaires at the beginning of the season. Data on objective outcome measures, on the other hand, were collected from the soccer club using its fan loyalty card information. The results indicate that consumers' subjective assessments of three antecedents (i.e., value equity, relationship equity, and brand equity) have positive effects on repurchase intentions that, in turn, positively influence objective attendance frequency in both the first and second half of the season. Furthermore, the findings indicate that spectators’ relationship age in fan club membership moderates (enhances) the impact of behavioral intentions on repurchase behavior. The ideas merit further research with respect to formulating an explanation of what factors contribute most to linking consumers' subjective evaluations to objective repurchase behaviors at sporting events.
