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Brandi A. Watkins

This project revisits the social identity–brand equity (SIBE) model developed by Underwood, Bond, and Baer (2001). The model proposes that marketplace characteristics relevant to sports can be used to enhance one’s social identification with a team, which is assumed to have a positive influence on a team’s customer-based brand equity. The current study has two goals: (a) to provide an empirical assessment of the SIBE model in the context of professional sports and (b) assess the individual influence of the proposed marketplace characteristics on social identification. We report results of a survey of U.S. National Basketball Association fans, which provide partial support for the model. Group experience and venue were found to have the strongest influence on social identification with a team. Considerations for theoretical advancement of the model and practical application for sport brand managers are discussed.

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Kenon A. Brown, Simon Ličen, Andrew C. Billings and Michael B. Devlin

Given Slovenia’s independence in 1991, examining the potential impact of Olympic media consumption on this young nation offers a unique opportunity for scholarly investigation. Prior examinations of Olympic telecasts in Slovenia have uncovered core elements of nationalized pride and focus (Ličen & Billings, 2013a), yet have not fully explored the potential effect of the mass viewership found within the Olympics. This study explores how social cognitive and social identification theories interact to influence consumption behaviors relating to international competition—in this case, the Olympics. For this study, 175 respondents were surveyed to examine the relationship among personal determinants defined by one’s national identity, Olympic fan involvement, and behaviors related to Olympic media consumption. Findings revealed that basic identification with Slovenia as a nation, and a need to defend Slovenia when faced with discouraging opinions, influenced one’s fan involvement with the Olympics, which in turn influenced digital and televisual media consumption.

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Kirk Wakefield

Passion drives sport consumption, but we lack valid relevant measures of passion. The results of two studies provide evidence of a reliable and valid multiple-item passion scale that may be used in the study of sports-related consumption behavior. In Study 1 a multi-item fan passion scale was compared with established social identification fan classification scales to provide evidence of discriminant and predictive validity. Because the passion scale outperformed other relevant fan classification measures, in Study 2 the fan passion scale was compared with current single-item measurement practices employed by National Football League and Major League Baseball teams, and some academics, to classify fans. Findings confirmed the veracity of the multi-item passion measure over categorical and interval fan avidity measures used by leagues and syndicated research providers. Taken together, the studies validate an accurate measure of fan passion that may be used to segment and predict fan behaviors, including consumption of traditional media (television, radio, news, and the team’s website) and consumption of the team’s official social media outlets.

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Yuhei Inoue, Mikihiro Sato, Kevin Filo, James Du and Daniel C. Funk

psychologically engaging in sport events through social identification with teams competing in the events ( Inoue, Funk, Wann, Yoshida, & Nakazawa, 2015 ). The propositions that these two pathways can influence subjective well-being can be theoretically drawn from a body of research demonstrating the meaning

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Jason W. Lee

introduction to the book provides readers a glimpse into the significance of social media and sport, and the first chapter examines “The Fan–Team Relationship” by detailing sound information including theoretical undertones. For example, readers are presented with an examination of social-identification theory

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Brent D. Oja, Henry T. Wear and Aaron W. Clopton

. While social identification through athletics existed, social networks were not impacted by athletics. Still, further support for professional, high-profile sport as social anchors within a community was detailed through the use of sport facilities and their unique role in community development

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Maurice Vergeer and Leon Mulder

.1108/17473611011074296 Jin , S.A.A. , & Phua , J. ( 2014 ). Following celebrities’ tweets about brands: The impact of Twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities . Journal of Advertising, 43 ( 2 ), 181 – 195 . doi

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Yonghwan Chang, Yong Jae Ko and Brad D. Carlson

, 39 , 1258 – 1274 . doi:10.1086/668234 10.1086/668234 Jin , S.A. , & Phua , J. ( 2014 ). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities

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Elizabeth B. Delia

.), Routledge handbook of qualitative research in sport and exercise (pp.  62 – 74 ). New York, NY : Routledge . Hogg , M.A. , & Abrams , D. ( 1988 ). The social identity approach: Context and content . Social identifications: A social psychology of intergroup relations and group processes (pp.  6

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Matthew Katz, Aaron C. Mansfield and B. David Tyler

). Within the brand community framework, consumers connect to the brand through both social identification and interactions with other consumers. Katz et al. ( 2018 ) tested the brand community triad ( Muñiz & O’Guinn, 2001 ) within sport consumer behavior, finding that both team identification and fan