Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

The role of consumer engagement in non-profit sport clubs: Investigating the influence of team reflexivity, identification and eudaimonic wellbeing.

Published: May 24, 2023


Samuel Kondert, University of Rostock; Christian Brock, University of Rostock


Customer engagement is known to influence desirable outcomes such as behavioral loyalty, which might support sport clubs in retaining their members. Hence, we conducted a multi-level research approach and investigated antecedents, moderators and outcomes of sport consumer engagement. 20 participants from non-profit sport were recruited for a qualitative pre-study and 298 for the quantitative main study. Results indicate that sport consumer engagement is positively associated with behavioral loyalty and voluntary engagement and supports that team identification and eudaimonic wellbeing mediates the relationship between team reflexivity and sport consumer engagement. Skill-oriented motivation strengthen the relationship between team reflexivity and team identification, whereas social-oriented motivation had no significant effect on this relationship. Furthermore, membership length weakens the effect between team reflexivity on team identification. Managers are advised to strengthen team identification and eudaimonic wellbeing through additional group activities such as get-together events or group activities to support social ideas.