Most sport marketing research on sport fans is based on pre-conceived conceptualizations congruent with the mindset of team management. It is unknown if fans view their experiences in this way. This book examines the experiences of fans of the National Hockey League’s Hartford Whalers from the insider’s perspective. Twenty-four fans were interviewed in- depth to learn of their lives as Whalers fans. By analyzing the stories, existing marketing concepts such as relationship marketing are questioned, and new insights emerge. Whalers fans felt humiliated being outnumbered locally by New York Rangers and Boston Bruins fans, felt a strong attachment to the team’s theme song and logo, appreciated the amount of player interaction in the community, felt the pain of relocation even more so after the team moved to a small city in a region unfamiliar with hockey, developed a kinship with fans of teams similar to the Whalers, and saw themselves as sophisticated hockey fans who have mostly failed to recapture what they once had with the Whalers. This book will engage sport managers and others interested in the thoughts, actions, and feelings of sport fans.

Данное издание не является оригинальным. Книга печатается по технологии принт-он-деманд после получения заказа.