HIGHLIGHTS
SUMMARY
The majority of research on sports consumption over the last two decades has focused on sports consumption behaviours and intentions. This research results are consistent with several previous studies in that verbal recommendations had no significant impact on consumer behaviour and perceived performance risk had no significant impact on these behaviours because many consumers who perceived performance risk continued to support their favourite team, discussed the team frequently, and recommended the team`s games to others. Research indicates that poor team league performance alters viewers` attitudes toward the team and their intentions to consume . . .
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