Document Type

Article

Publication Date

6-2009

Publication Title

Sport Marketing Quarterly

Volume

18

Issue

2

Pages

92-106

Abstract

This study examines the underlying motives within the ritual of football tailgating and the influence of these motives on ritual commitment. Employing an ethnographic approach, methods include participant observation, informal conversations, and formal interviews. Findings indicate that four basic motivations and the dual nature of these motives perpetuate the tailgating ritual: involvement (preparation and participation), social interaction (camaraderie and competition), inter-temporal sentiment (retrospection and prospection), and identity (collectivism and individualism). The data illustrate that the duality of these motives perpetuates consumers’ commitment to the ritual of tailgating and thus motivates participants to continue tailgating over time. Theoretical and sport marketing implications are discussed.

Identifier

ProQuest document ID 228029326

Comments

Author Posting © Fitness Information Technology, 2009. This article is posted here by permission of Fitness Information Technology for personal use, not for redistribution. The article was published in Sport Marketing Quarterly, Volume 18, Issue 2, June 2009, http://journals.fitpublishing.com/smq/18-2/

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Included in

Marketing Commons

Share

COinS