The relationship between spectator motivations and media and merchandise consumption at a professional mixed martial arts event

Damon P. S. Andrew, Seungmo Kim, Nick O’Neal, T. Christopher Greenwell, Jeffrey D. James

Research output: Contribution to journalArticlepeer-review

Abstract

The purpose of this paper is to explore how nine motives impact media and merchandise consumption among consumers of Mixed Martial Arts (MMA). The present study extends previous research by examining the relationship between motivations and merchandise and media consumption among consumers at a large, professional MMA event. A one-way MANOVA was computed to test for gender differences in relation to attendance motivations in the present sample. After significant differences among spectator motives were identified, two separate backward deletion linear regression analyses revealed significant relationships between spectator motivations and media and merchandise consumption for males and females. The findings suggest the implementation of varying marketing strategies for males and females in order to impact media and merchandise consumption of MMA spectators.

Original languageEnglish
Pages (from-to)199-209
Number of pages11
JournalSport Marketing Quarterly
Volume18
Issue number4
Publication statusPublished - Dec 2009
Externally publishedYes

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