| Few sports events studies attempt multi-level understanding of consumer-perceived values as potential pathways towards competitive advantage and market leadership. This study of 1242 car racing attendees, shows value as a five dimensional higher-order construct; develops six motivational attendee groupings; frames: pre-event expectations, at-event values, and post-event satisfaction, trust and loyalty along a timeline consumer perception process; and finally shows the common pathways of the values-expectations outcomes model across different consumer groups. Implied timeline-related survey verbiage remains an important consideration as each construct measurement item is operationalized. This paper is of use to major events managers, marketers and retail researchers. |
Updated 07/09/2013