Journal
INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP
Volume 20, Issue 3, Pages 495-515Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IJSMS-08-2018-0082
Keywords
Emotions; Football; Behavioural intentions; Spectators; Peripheral service quality
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Purpose The purpose of this paper is to investigate the impacts of peripheral service quality on football match spectators' emotions and behavioural intention. Design/methodology/approach Data were obtained from a survey of 342 spectators of professional league football in Malaysia and analysed using the partial least squares technique. Findings The results illustrated the significant role of both pleasant and unpleasant emotions in forming spectators' behavioural intentions. Furthermore, they demonstrated that the drivers of pleasant and unpleasant emotions are different. While entertainment, electronic devices and stadium announcers have positive effects on pleasant emotion, facilities and electronic devices have negative effects on unpleasant emotion. Entertainment, electronic devices and stadium announcers have indirect effects on behavioural intentions through pleasant emotions. Unpleasant emotions mediated the effects of facilities and electronic devices on behavioural intentions. Originality/value The findings of this study suggest that football marketers must understand the crucial role of peripheral service quality and spectators' emotions. Through stimulating pleasant emotions in spectators and preventing unpleasant emotions from arising, football marketers can ensure that these spectators will attend football stadiums.
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