SEGMENTATION OF FOOTBALL FANS BASED ON EVANGELISTIC BEHAVIOUR: EMPIRICAL EVIDENCE FROM CROATIA

Abstract

Professional football is a big business in which understanding fans is a precondition for the long-term commercial success of clubs. The focus of this paper is on the segmentation of football fans based on their behaviour and on determining the differences among the identified segments. The research is cross- sectional, and the data was collected through an online survey of 370 fans, sampled using a non-probability, convenience sample. For segmentation purposes, the eFangelism scale – consisting of four basic forms of evangelistic behaviour: advertising, advocating, assimilating, and antagonizing, was used. Data were analysed using hierarchical and non-hierarchical cluster analysis, ANOVA, and posthoc Tukey test. The results of this study confirm the applicability of the concept of sports fan evangelism (eFangelism). Four clusters of football fans are identified based on evangelistic behaviours. This study provides concise profiles for each of the clusters and shows differences between the characteristics of their members. The findings from this study can be of use to sports marketers – namely, elements of marketing strategy can and should be adjusted for idiosyncrasies of various segments identified through the study.