Exploring Fan Behavior: Developing a Scale to Measure Sport eFANgelism

in Journal of Sport Management

Click name to view affiliation

Brendan Dwyer Virginia Commonwealth University

Search for other papers by Brendan Dwyer in
Current site
Google Scholar
PubMed
Close
,
Gregory P. Greenhalgh Virginia Commonwealth University

Search for other papers by Gregory P. Greenhalgh in
Current site
Google Scholar
PubMed
Close
, and
Carrie W. LeCrom Virginia Commonwealth University
Virginia Commonwealth University

Search for other papers by Carrie W. LeCrom in
Current site
Google Scholar
PubMed
Close
Restricted access

Brand evangelism, an advanced form of marketing where consumers voluntarily advocate on behalf of the brand, can bring numerous benefits to a firm. Pro-brand behaviors such as word-of-mouth promotion, recruitment of consumers, and disparagement of rivals are just a few of the many actions associated with brand evangelism. With highly impassioned and provocative fans, an opportunity exists to explore brand evangelism within the spectator sport context. The purpose of this study was to develop and validate a scale to measure sport team (brand) evangelism. Guided by Fournier’s (1998) brand extension of relationship theory and following Churchill’s (1979) eight-step method for developing marketing measures, two focus groups of fans were interviewed and an additional 450 sport fans were surveyed through two distinct data collections in an attempt to identify sport team evangelistic behaviors, and test a measure of such behaviors. The assessment of the instrument included two forms of reliability analysis and three modes of validity analysis as the scale was parsimoniously reduced from 88 initial behaviors to four factors and 14 items.

Brendan Dwyer, Gregory P. Greenhalgh, and Carrie W. LeCrom are with the Center for Sport Leadership, Virginia Commonwealth University, Richmond, Virginia.

Address author correspondence to Brendan Dwyer at bdwyer@vcu.edu.
  • Collapse
  • Expand
All Time Past Year Past 30 Days
Abstract Views 3530 1063 76
Full Text Views 213 26 1
PDF Downloads 196 40 3