Ziniel, Curtis E. and Gransden, Clay How Value Congruence Affects Fan Consumption Behaviour. International Journal of Sport Management and Marketing. ISSN 1475-8962 (Accepted for Publication)
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Abstract
This paper examines whether consumers holding certain ethical values demonstrate paralleled consumption behaviour when they perceive those same values in products and services they patronise. Our study investigates whether this value congruence leads to greater levels of consumption in number of items purchased and the amount spent. To explore this connection, we integrate a large customer survey (n=1925) with the sales records of a Premier League football club in the UK. We find that value congruence has a substantive impact upon consumption behaviour. This is a helpful finding for ethics in business as it identifies a monetary incentive for businesses to reflect the moral values found in their customers.
| Item Type: | Article |
|---|---|
| Keywords: | Value Congruence Business Sport Consumption Behaviour |
| Faculty / Department: | Faculty of Business, Law and Criminology > Liverpool Hope Business School |
| Depositing User: | Curtis Ziniel |
| Date Deposited: | 04 Mar 2022 16:00 |
| Last Modified: | 31 Dec 2024 01:15 |
| URI: | https://hira.hope.ac.uk/id/eprint/3492 |
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