TY - JOUR
T1 - Franchise relocation and sport introduction
T2 - A sports marketing case study of the Carolina Hurricanes’ fan adoption plan
AU - Kelley, Scott W.
AU - Hoffman, K. Douglas
AU - Carter, Sheila
PY - 1999/12/1
Y1 - 1999/12/1
N2 - Franchise relocation and sport introduction are becoming commonplace in professional sports. However, many franchises have found that developing fan acceptance is often challenging. The fan adoption process is presented as a systematic framework that guides strategy development from creating fan awareness through adoption. An examination of the Carolina Hurricanes inaugural season (1997-1998) provides a variety of examples of how marketing strategy evolves throughout the fan adoption process.
AB - Franchise relocation and sport introduction are becoming commonplace in professional sports. However, many franchises have found that developing fan acceptance is often challenging. The fan adoption process is presented as a systematic framework that guides strategy development from creating fan awareness through adoption. An examination of the Carolina Hurricanes inaugural season (1997-1998) provides a variety of examples of how marketing strategy evolves throughout the fan adoption process.
KW - Franchising
KW - Leisure
KW - Marketing strategy
KW - Services marketing
KW - Sport
UR - http://www.scopus.com/inward/record.url?scp=84986106036&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84986106036&partnerID=8YFLogxK
U2 - 10.1108/08876049910298748
DO - 10.1108/08876049910298748
M3 - Article
AN - SCOPUS:84986106036
SN - 0887-6045
VL - 13
SP - 469
EP - 480
JO - Journal of Services Marketing
JF - Journal of Services Marketing
IS - 6
ER -