The current study sought to identify the effect of team identification on brand attitude and purchase intention in terms of team logo changes. Doubly Multivariate Analysis of repeated measures, 2 (logo change: original and redesigned logo) × 3 (team identification: high, moderate, and low), was conducted on attitude toward the brand and purchase intention of team-logoed merchandise. The results showed that there were significant differences between fans with high identification and fans with low identification. The findings of this study can be beneficial for both sport industry practitioners and marketing scholars by providing an understanding of brand attitude and purchase intention related to new redesigned logos based upon different levels of team identification.
Taesoo Ahn, Young Ik Suh, Jin Kyun Lee and Paul M. Pedersen
Dae Hee Kwak, Yu Kyoum Kim and Matthew H. Zimmerman
Despite the growing interest in social media and user-generated content, both academics and practitioners are struggling to understand the value and consequences of social media (e.g., blogs). This study employed a 2 (media source: mainstream/ social media) × 2 (message valence: positive/negative) × 2 (team identification: high/low) between-subjects design on source credibility and attitude toward an article. Positive and negative messages about the university’s varsity men’s basketball team were presented in either the mainstream media (sport magazine) or a user-generated format (blog). The results revealed that message valence had a significant main impact on triggering biased source evaluation and attitude toward the message. In turn, media source had a significant main effect on source expertise, but no main effects were found for trustworthiness and attitude. Team identification moderated the effect of media source on cognitive processing, suggesting that highly identified fans evaluated mainstream content more favorably, whereas less identified fans preferred user-generated content.
Robert Madrigal and Johnny Chen
Fans’ causal attributions for a game outcome refer to their assessments of the underlying reasons for why things turned out as they did. We investigate the extent to which team identification moderates fans’ attributional responses to a game outcome so as to produce a self-serving bias that favors the preferred team. Also explored is the ability of team identification to mediate the effect of attributions on the summary judgments of basking in reflected glory (BIRG) and satisfaction with the team’s performance. Consistent with a self-serving bias, we found that highly identified fans were more likely to attribute a winning effort to stable and internal causes than were lowly identified fans. Moreover, the extremity of response between winners and losers was greater among highly identified fans than lowly identified fans. Team identification was also found to mediate the influence of (a) stability on BIRGing and (b) internal control on BIRGing. No such mediation effects were observed in the case of satisfaction. Managerial implications are discussed.
Christine E. Wegner, Jeremy S. Jordan, Daniel C. Funk and Brianna Soule Clark
In the current study the researchers investigated the creation of an identity for Black female runners through their psychological and behavioral involvement in a national running organization for Black women. A repeated measures design was used with 756 members, surveying them twice over a 14-month period regarding their involvement both with the organization and with the activity of running. We found that members’ psychological and behavioral involvement with running increased over time, and that this change was more salient for members who did not consider themselves runners before they joined the organization. These findings provide initial support for the facilitation of a running identity through membership in this running organization.
Katrien Fransen, Norbert Vanbeselaere, Bert De Cuyper, Pete Coffee, Matthew J. Slater and Filip Boen
Research on the effect of athlete leadership on precursors of team performance such as team confidence is sparse. To explore the underlying mechanisms of how athlete leaders impact their team’s confidence, an online survey was completed by 2,867 players and coaches from nine different team sports in Flanders (Belgium). We distinguished between two types of team confidence: collective efficacy, assessed by the CEQS subscales of effort, persistence, preparation, and unity; and team outcome confidence, measured by the ability subscale. The results demonstrated that the perceived quality of athlete leaders was positively related to participants’ team outcome confidence. The present findings are the first in sport settings to highlight the potential value of collective efficacy and team identification as underlying processes. Because high-quality leaders strengthen team members’ identification with the team, the current study also provides initial evidence for the applicability of the identity based leadership approach in sport settings.
R. Glenn Cummins, Norman E. Youngblood and Mike Milford
Sport telecasts are frequently the showcase and testing ground for innovative broadcast technologies. One particularly novel example is ESPN’s coverage of college athletics via its multiscreen, or mosaic, format. This experiment tested the impact of its visual complexity by comparing the response of fans high and low in team identification to this format versus a traditional presentation of dull and exciting game play. For highly identified spectators, this format was a detriment to their appreciation of game play, whereas the format had little impact for viewers with low levels of team identification. Moreover, independent of degree of team identification, viewers reported a more negative evaluation of this technique than of a traditional broadcast, and results were consistent regardless of the dull or exciting nature of game play.
Eduardo Salazar, Mayank Gupta, Meynard Toledo, Qiao Wang, Pavan Turaga, James M. Parish and Matthew P. Buman
study, we further identify apnea occurrence at each second, using the same criteria defined by AASM. Note that this per-second identification contains richer information, and can be converted to ten-second apnea events, but not vice versa. For convenience, we still use the term “apnea event” to refer to
Daniel Lock, Tracy Taylor, Daniel Funk and Simon Darcy
Stephen Reysen, Jamie S. Snider and Nyla R. Branscombe
We examined the effect of corporate renaming of a stadium on fans’ felt anger and perceived harm to the team’s distinctiveness by asking participants to imagine that their historic local sport venue was renamed (or not) after a large corporation or a wealthy individual. Participants reported more perceived harm to the team’s distinctiveness when a corporation (vs. individual) donated money to the team. Furthermore, participants who thought that the venue name had been changed (compared with no name change) expressed more anger and perceived the name change to be a threat to the team’s distinctiveness. A mediated moderation analysis showed that, compared with when the stadium name remained the same, highly identified fans believed the name change would harm the distinctiveness of the team, which resulted in greater felt anger. In line with social identity theory, the results show that anger is an emotional outcome of recently experienced distinctiveness threat.
P. Monica Chien, Sarah J. Kelly and Clinton S. Weeks
We conducted an experiment to investigate the impact of sport scandal on consumer attitudes toward a range of sport stakeholders. We examined the effects of fans’ social identity (fan of scandalized team vs. fan of rival team), scandal severity (single perpetrator vs. multiple perpetrators), and the sponsor brand’s response to the scandal (sponsorship retention vs. termination) on consumers’ attitudes toward the implicated team, the scandal perpetrators, the sport, and sponsor brand. We find evidence of differential reactions to scandal reflecting social identity, such that fans support their own team despite increased scandal severity but negatively judge a rival team’s transgressions. Results suggest that where fans are concerned, sponsors may be better served to continue with a sponsorship following scandal than to terminate, even for some forms of severe scandal. However, termination may receive more positive evaluation from rival team fans; hence continuation of sponsorship needs to accompany a tempered approach.