Abstract
Two studies examined the relationship between objective, social, and temporal performance indices and fan support of major league baseball teams. In the first study, per game attendance figures for 22 major league teams were regressed on the performance indices. Attendance was found to be positively related to objective and social performance and negatively related to temporal performance. These results were replicated in the second study when season ticket sales for five major league teams was the dependent variable. Although the objective and social results were consistent with expectations, the negative relationship between temporal performance and fan support was unexpected. Primacy effects and regression toward the mean are offered as explanations for this latter finding. The results of both studies are considered in terms of the optimum marketing strategy for professional team sports.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
