Which Senses Matter More? The Impact of Our Senses on Team Identity and Team Loyalty

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This article examines the relative impacts of the five senses on team identity and team loyalty.

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12 p.

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Lee, Seunghwan; Heere, Bob & Chung, Kyu-soo 2013.

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This article is part of the collection entitled: UNT Scholarly Works and was provided by UNT College of Business to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 23 times , with 5 in the last month . More information about this article can be viewed below.

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  • © 2013, West Virginia University

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Description

This article examines the relative impacts of the five senses on team identity and team loyalty.

Physical Description

12 p.

Notes

Abstract: For the development of team identity and team loyalty, an understanding of how consumers experience the stadium through their senses is crucial, as the stadium is seen as the primary sensory space. The purpose of
this study was to examine the relative impacts of the five senses on team identity and team loyalty. The study
found that sight, sound, touch, and smell positively affected the team identity, while sight, touch, and smell
positively affected the team loyalty. In addition, team identity positively affected team loyalty. This study
provides the first empirical evidence of the effects of our senses on team identity and team loyalty. In order
for marketers to maximize team identity and team loyalty, they need to develop specific sensory strategies
that affect the game-day experience.

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  • Sport Marketing Quarterly, 2013. Morgantown, WV: FiT Publishing

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Publication Information

  • Publication Title: Sport Marketing Quarterly
  • Volume: 22
  • Issue: 4
  • Page Start: 203
  • Page End: 213
  • Peer Reviewed: Yes

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UNT Scholarly Works

Materials from the UNT community's research, creative, and scholarly activities and UNT's Open Access Repository. Access to some items in this collection may be restricted.

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  • 2013

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  • Sept. 24, 2018, 1:56 p.m.

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Lee, Seunghwan; Heere, Bob & Chung, Kyu-soo. Which Senses Matter More? The Impact of Our Senses on Team Identity and Team Loyalty, article, 2013; Morgantown, West Virginia. (digital.library.unt.edu/ark:/67531/metadc1248360/: accessed January 17, 2019), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT College of Business.