Title page for ETD etd-05102011-153927


Document Type Master's Dissertation
Author Kotze, Carina Susan
Email cs_kotze@hotmail.com
URN etd-05102011-153927
Document Title Determinants of Super 14 rugby fan's team loyalty
Degree MCom
Department Marketing and Communication Management
Supervisor
Advisor Name Title
Mr T G Kotze Committee Chair
Keywords
  • fans
  • tournament
  • South African rugby
  • Super 14 rugby team
Date 2011-04-19
Availability unrestricted
Abstract

Sport plays a significant role in societies worldwide and this has lead to an increase in the interest in sports fansí behaviour. South Africans regard rugby as an important role player in their country, national culture - and also as a symbol of hope.

This study aimed to enhance the knowledge of fansí loyalty; and it also addressed the issue of a distinguished scale that can measure fansí loyalty in the South African rugby context. Furthermore, this study aimed to increase the understanding regarding the determinants of rugby fansí loyalty in South Africa.

This replication study (a repeat of a previous study) investigated the application and relevance of Funkís (2001:2) Sport Interest Inventory (SII) scale in the South African Super 14 rugby context. The Sport Interest Inventory (SII) scale measures twelve determinants of fan loyalty, namely: bonding with family, bonding with friends, drama, entertainment value, escape, excitement, player interest, role model, socialisation, team interest, vicarious achievement and sports interest.

Identifying the determinants of fan loyalty can result in guidelines that can be used by sports marketers to improve their marketing campaigns. This will assist them in identifying related sports products that are essential to rugby fans. This will result in a more profitable sportsí team.

The first step in this study was to synthesise a conceptual framework of the relationships between fan loyalty and the identified determinants of fan loyalty from the relevant literature. This was followed by a survey conducted at the Loftus Versveld Stadium, where Super 14 rugby fans of local Super 14 rugby teams were asked to participate in the study. The resulting data were analysed by using multiple regression analysis.

The results of the multiple regression analysis identified sport interest, family bonding, escape and team interest as significant determinants of fan loyalty.

The first implication for managers is to focus on sport interest as a significant determinant of fan loyalty. Sport interest indicates an interest in rugby as a sport in general. Therefore, management is advised to focus on developing programmes focused on increasing the knowledge and interest of fans in the Super 14 rugby tournament.

Secondly, managers should start identifying and creating methods of focusing the attention of their marketing mix on the escape, family bonding and team interest determinants which may increase the attendance levels of Super 14 rugby games.

© 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Please cite as follows:

Kotze, CS 2010, Determinants of Super 14 rugby fan's team loyalty, MCom dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05102011-153927/ >

E11/169/gm

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