The purpose of the current study was to examine how two key characteristics of sports fan communities—relative size and homogeneity (behavioral similarity among fans)—influence potential fans’ perceptions and intentions to support the team. Study 1 showed that relative size and homogeneity created a two-way interaction effect on potential fans’ support intentions, such that the low-homogeneity fan community resulted in greater support intentions in the minority condition, whereas the high-homogeneity fan community resulted in greater support intentions in the majority condition. Study 2 revealed a boundary condition of this interaction effect: The interaction effect disappeared when potential fans had extremely low levels of involvement with watching the sport. Study 3 showed that potential fans’ perceptions regarding similarity to fans and social pressure mediated the effect of relative size on their support intentions.
Akira Asada, Yong Jae Ko and Wonseok (Eric) Jang
Wonseok (Eric) Jang, Yong Jae Ko, Hee Youn Kim and Seung Hoon Jeong
The purpose of the current exploratory study was twofold: First, to outline current trends in athlete endorsement in the golf industry, and second, to discuss specific patterns of athlete endorsement in practice by considering an athlete’s world ranking and product type (low vs. high involvement and informational vs. transformational products). The results indicate that firms in 23 different types of industries are currently using professional golfers as athlete endorsers to position their products in their target markets. Specifically, the results of correspondence analysis indicate that highly ranked golfers tend to endorse high-involved, expensive, and informational products, while both highly ranked and lowly ranked golfers are similarly used as endorsers for low-involved, inexpensive, and transformational products. Implication, limitations, and future research directions are discussed.