USE OF SPORTS MARKETING INSTRUMENTS IN THE CONTEXT OF SPORTS SUPPORTERS LOYALITY FORMATION
Journal Title: Молодий вчений - Year 2017, Vol 6, Issue 46
Abstract
Specific characteristics of sports products consumers loyality are investigated. The analysis of existing approaches to their typology is carried out. Based on the study of the modern researchers works in the field of sports fans psychology, as well as sports marketing issues, a model of the loyal sports product consumer behavior formation has been developed. The article suggests options for marketing activities aimed at implementing this model. Particular importance is attached to such an element of the model as the reinforcement of the product, i.e. the additional elements of its identification and uniqueness creation.
Authors and Affiliations
L. V. Kozyn
Keywords
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