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.

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This study examined the psychological mechanism of delight by using the Customer Delight and Satisfaction Model (Oliver et al., 1997). Further, it explored the effect of delight and satisfaction on the repurchase behavior and positive word-of-mouth intentions of spectators at sporting events. The following results were obtained: (1) The effect of delight and satisfaction was dependent on the result of the game. (2) Positive/surprise emotions and disconfirmation were important antecedent factors for arousing delight. (3) Analyzing the transaction-specific and cumulative measures, sports teams must establish mutually complementary relationships between arousing delight, especially in the short term, and continuing cumulative satisfaction in the long term. (4) Increasing the spectators' involvement in and knowledge of their favorite sports team could stimulate the effect of delight on attendance and word-of-mouth intentions. The theoretical and practical implications of these findings are discussed.

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Lately, brand communities have been a heavily researched topic in marketing science. Prior work on brand communities has proved that community participation has a positive influence on brand loyalty. One of the key factors is the concept of identification with the brand community (Algesheimer et al., 2005). However, the leading factor for identification with the community has seldom been investigated (Miyazawa, 2011). Additionally, while previous empirical researches were focused on brand community of consumer goods such as car clubs, there is no research about brand community of professional sports clubs. Thus, the purpose of our study is to (1) verify a conceptual model of how different aspects of members' relationships with the brand community of professional sports club influence their intentions and behaviors, based on Algesheimer et al. (2005), (2) construct and estimate a conceptual model of the leading factor of identification with the community.

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