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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)


Investigating National Football League (NFL) Fan Loyalty

Author(s): Craig A. Martin

Citation: Craig A. Martin, (2013) "Investigating National Football League (NFL) Fan Loyalty," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 1, pp. 42 - 53

Article Type: Research paper

Publisher: North American Business Press


The present study attempts to determine if a consumer’s consumption motivation and customer
commitment influence the loyalty the consumer exhibits toward his or her favorite National Football
League (NFL) Team. The present study utilizes survey responses from 302 NFL fans. A path model
analysis using Amos 17 was performed to assess the hypothesized relationships. The results indicate that
increasing an NFL fan’s social motivation to consume increases the fan’s customer commitment, and
increasing an NFL fan’s customer commitment increases the fan’s attitudinal loyalty. Additionally, the
results indicate that an NFL fan’s customer commitment influences his or her behavioral loyalty.