Communicating the Value of Fan Identity in the Sport Industry: Commentary on Consumer Neuroscience Possible Research Ideas

in International Journal of Sport Communication

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Ricardo CayollaREMIT, Department of Economics and Management, Universidade Portucalense, Porto, Portugal

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DOI:
https://doi.org/10.1123/ijsc.2022-0083
Keywords:
consumer behavior; brand strength; negativity bias; emotions
First Published Online:
19 Jul 2022
In Print:
Volume 15: Issue 4
Page Range:
293–297
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The sport industry has an enormous influence on today’s society, and the various media platforms and stakeholders have a considerable share of that influence. Sport communication has an essential part in that impact. The strong identification consumers create and develop with sports brands has a huge meaning in their lives. In the sphere of consumer neuroscience, there are few studies on the sport industry. This commentary launches possible research ideas, namely about the importance of brand strength in consumers’ minds, as well as the true impact that consumer identification (i.e., fan identity) has on the sport industry.

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