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dc.contributor.authorPatel, Amishkumar
dc.date.accessioned2014-03-07T01:22:20Z
dc.date.available2014-03-07T01:22:20Z
dc.date.issued2013en_NZ
dc.identifier.urihttps://hdl.handle.net/10652/2377
dc.description.abstractThe aim of this research study is to replicate the motivational bases associated with consumers’ affection towards the underdog and extend it to the sports industry, though some research does exist on consumers’ motivations behind their preference for underdog. This research focuses on identifying the consumers’ emotional feelings associated with underdog sports teams as discussed in the later part of the study. This is important for two reasons: first, the value and economic importance of the sports industry and, second, the conceptual issues that arise from consumers' affection for the ‘underdog’ in political, business and sporting areas.en_NZ
dc.language.isoenen_NZ
dc.subjectsports industryen_NZ
dc.subjectsports entertainmenten_NZ
dc.subjectconsumersen_NZ
dc.subjectunderdog teamsen_NZ
dc.subjectconsumer psychologyen_NZ
dc.titleWhy do consumers support the underdog team in sports entertainment? Replication and extension study of motivational bases for consumer affection for underdog.en_NZ
dc.typeMasters Thesisen_NZ
thesis.degree.nameMaster of Businessen_NZ
thesis.degree.levelMastersen_NZ
thesis.degree.grantorUnitec Institute of Technologyen_NZ
dc.subject.marsden150501 Consumer-Oriented Product or Service Developmenten_NZ
dc.identifier.bibliographicCitationPatel, A. (2013). Why do consumers support the underdog team in sports entertainment? : replication and extension study of motivational bases for consumer affection for underdog. Unpublished thesis submitted in partial fulfillment of the requirements for the Degree of Master of Business.en_NZ
unitec.pages156en_NZ
dc.contributor.affiliationUnitec Institute of Technologyen_NZ
unitec.advisor.principalDavis, Robert Andrew


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