The Role of Formula 1 in Shaping Consumer Behaviors Insights Into Fan Spending Habits
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| Format: | Thesis |
| Kulcsszavak: | Consumer behavior fogyasztói magatartás Forma 1 purchasing behavior spending habits sportmarketing vásárlói szokás |
| Online Access: | http://dolgozattar.uni-bge.hu/58557 |
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| 245 | 1 | 4 | |a The Role of Formula 1 in Shaping Consumer Behaviors |b Insights Into Fan Spending Habits |c Nagy Viktória |h [elektronikus dokumentum] |
| 520 | 3 | |a This thesis explores the compex relationship between Formula One fandom and consumer purchasing behavior, with a particular focus on team merchandise and apparel. Through a combination of extensive literature review and original quantitative research, the study aims to uncover the psychological, economic, and social factors that influence fan spending. Drawing on theories of sports consumer behavior and behavioral economics, the research investigates how emotional attachment, team loyalty and social media shape purchasing habits. The results from a survey of 106 Formula One fans indicate that long-time fans are significantly more engaged in merchandise consumoption, driven by a strong emotional connection and identity alignment with teams and drivers. While newer fans tend to be more price-sensitive and impulsive in their spending, long-time fans demonstrate a greater loyalty and willingness to invest in merchandise despite rising costs. The findings also reveal that merchandise purchases enhance fans’ sense of belonging and deepen their engagement with the sport, further validation the concept of conative loyalty. Ultimately, the study contributes to the broader field of sports marketing by highlighting how emotional investment can be converted into tangible economic behaviors. It offers practical insights for Formula One teams, sponsors, and brands seeking to optimize their merchandise strategies in an increasingly digital and experience-driven fan environment. | |
| 695 | |a Consumer behavior | ||
| 695 | |a fogyasztói magatartás | ||
| 695 | |a Forma 1 | ||
| 695 | |a purchasing behavior | ||
| 695 | |a spending habits | ||
| 695 | |a sportmarketing | ||
| 695 | |a vásárlói szokás | ||
| 700 | 1 | |a Abbey Francisca |e ths | |
| 700 | 1 | |a Juhász Dr. Tímea |e ths | |
| 856 | 4 | 0 | |u http://dolgozattar.uni-bge.hu/58557/1/Nagy%20Vikt%C3%B3ria_BF6MLE_IE_IBD.pdf |z Dokumentum-elérés |
| 856 | 4 | 0 | |u http://dolgozattar.uni-bge.hu/58557/2/Nagy_Viktoria_BF6MLE_IE_IBD_Abstract.pdf |z Dokumentum-elérés |
| 856 | 4 | 0 | |u http://dolgozattar.uni-bge.hu/58557/3/Thesis%20Evaluation_Nagy%20Vikt%C3%B3ria.pdf |z Dokumentum-elérés |
| 856 | 4 | 0 | |u http://dolgozattar.uni-bge.hu/58557/4/Nagy%20Vikt%C3%B3ria.pdf |z Dokumentum-elérés |