College of Business

Consumer loyalty has long been recognized as a key consideration of marketing strategies focused on customer retention. While the importance of the loyalty construct is widely recognized, the conditions and variables that foster consumer loyalty for a specific service may vary. This paper explores the variables that influence fan attendance at a professional sporting event. It extends prior research by conceptualizing both a behavioral and an attitudinal component of loyalty, as well as considering fan involvement with the sport and attraction to the sport. The findings suggest that psychological commitment and resistance to change mediate the effect of fan attraction and involvement on behavioral loyalty in a professional sport context.