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ABSTRACT

The purpose of the current research was to examine the impact of beer sales at college baseball games on fan attendance. The current research examined the relationship among team identification, satisfaction (e.g., core, peripheral, sportscape), and attitude toward beer sales on revisit intention of college baseball games. A total of 283 samples was collected from four college baseball games at D1 mid-sized southeast university in the United States. The results indicated that team identification and satisfaction on the core product were the primary factors for revisiting college baseball games. Further, beer sales were not a significant factor influencing the revisit intention of the college baseball fans but it plays an important supplementary role in enhancing fans’ experience at the baseball games.

Keywords: beer sales, college baseball games, team identification, satisfaction, revisit intention