A fan’s search for meaning: Testing the dimensionality of sport fan superstition

Uncertainty is a fundamental component of spectator sport fandom. While it may draw some fans to an event, it can be frustrating for others, as fans have little control over how preferred teams perform. As a means to cope with this unpleasant state, some sport fans perform superstitions or create rituals. Little is known, however, how such beliefs and behaviors impact the sport fan experience. In the current study, the authors explored sport fan superstition within the context of mediated team sport spectatorship through a multi-study quantitative approach. The results of Study 1 validated a multidimensional model of sport fan superstition, and superstitious behavior positively impacted in-game mood states for fans of winning and losing teams. In Study 2, the authors tested the dimensionality of sport fan superstition through segmentation and uncovered consumption differences and attribution differences for fans of winning and losing teams. Superstitious behavior was once again an influential factor, as those who behaved more superstitiously were more likely to attribute outcomes to external sources such as referees and fate.     

体育迷的体育赛事消费行为影响因素分析

随着人民生活水平的提高,人们越来越具备有钱和有闲的消费条件,如何把具备消费条件的潜在体育迷变成现实的消费者,赛事经营管理者必须充分考虑消费影响因素。本文采用文献资料等研究方法,分析了体育迷的体育赛事消费行为影响因素。研究发现:消费行为的影响因素有体育迷消费动机、身份突显、心理依附、体育代表队的认同、体育代表队的承诺、卷入度,并得出体育营销者要想使体育迷在赛事消费中投入更多的时间和金钱资源,必须了解消费者的动机过程,体育迷身份的显著性,体育迷对体育代表队的依附、认同和承诺的程度,体育迷卷入水平的结论。     

It’s our club! From supporter psychological ownership to supporter formal ownership

A major development in international sport governance is the increasing number of clubs owned by supporters. Researchers have advocated for more supporter involvement in the governance of sport teams but have not fully explained why some supporters attempt to become team owners. Sport governance scholars have also generally ignored the perspectives of those fans that do not seek to become club owners. In the current study, the authors took the perspective of psychological ownership theory and used semi-structured interviews to examine the perspectives of a professional football team’s supporters, some of which were interested in becoming team shareholders. The authors found that a primary reason supporters attempt to become club owners lies in their sense of psychological ownership for their team. Following this sense of ownership, supporter ownership initiatives appear to follow a certain pattern of events, including a sense of dissatisfaction, expressing such dissatisfaction in an attempt to bring about change, and eventually, initiating a formal ownership movement after reaching a tipping point. Lastly, the authors found that during supporter ownership movements, the actions taken by supporters involved in such initiatives may impact fans not involved in the ownership movement. The study makes contributions to sport governance, fan behavior, psychological ownership and fan social network literatures.     

Examining the antecedents of sport team brand equity: A dual-identification perspective

Although the practice of building brand equity in the context of professional sport teams is popular, the formation of sport team brand equity in the sport marketing literature is still relatively unknown and incompletely understood. In this study, the authors propose a dual-identification model to examine the formation of sport team brand equity in an Asia-based professional team sport setting. Baseball fans (N = 548) of the Chinese Professional Baseball League (CPBL) in Taiwan participated in the self-administered survey. A Partial Least Squares Structural Equation Model analysis revealed that marketplace characteristics (including group experience, salient experience, team history, and fan rituals) and brand-identified-related factors (including self-congruity and team brand prestige) were significantly related to identification with sport team and identification with sport team brand, respectively. In turn, both identification with sport team and identification with sport team brand were significant predictors of sport team brand equity. These findings highlight the importance of studying a dual-identification model in order to understand how sport team brand equity forms and suggest implications for sport team managers.     

Understanding fan motivation for interacting on social media

Social media provide fans with an additional means to engage with their team and are a valuable forum for sport organizations to better understand fan motivations and strengthen fan relationships. This study contributes to emerging research on the nature of social media use by revealing the motivations underpinning the desire of fans to communicate on the Facebook sites of several National Basketball Association (NBA) teams. Our findings indicate that fans exercise four key motives as they draw value from the social media enabled connection to the team: passion, hope, esteem and camaraderie. Further, and in light of our understanding of these motives, we identify how this platform can be used to facilitate interaction, a key construct in relationship marketing. A content analysis, using a netnographic methodology, was undertaken to explore online comments by fans of eight purposefully selected NBA teams over a two-week period during the off-season. This period represents strong potential for isolating highly identified fans who are motivated to seek engagement and interaction. Implications for sport managers to further relational goals are identified.     

If you build it,will they come?: A case study of digital spaces and brand in the National Basketball Association

This case addresses the relationship between sport and digital spaces by introducing students to strategic marketing processes related to developing a team-managed fan website. The case was created in conjunction with three former members of the Cleveland Cavaliers who helped create www.cavfanatic.com, the official fan site of the team. Key areas addressed within the case study are brand development, brand communication, and brand extension. The case follows a new hire, Natalie, as she joins the new media team of www.cavfanatic.com. The sport marketers she works with review the development of the website and provide information on the strategic development process they went through. In the end, Natalie is charged with looking forward and developing further strategies to continue to engage the Cavaliers fans and to develop the CavFanatic brand.     

Explaining attendance through the brand community triad: Integrating network theory and team identification

In this study, the authors empirically test a model of sport behaviour that integrates both team identification and a network theory approach to understand attendance at intercollegiate ice hockey games. Grounded within the brand community triad, ego network data were collected among attendees to measure the fan-to-fan connections that constitute the horizontal relationships of brand community participants. Additionally, a multidimensional team identification measure was used to illustrate the vertical relationship between individual and team. Both measures were included in a structural equation model to test how both fan-to-fan and fan-team relationships explain attendance. The results from the model support the salience of both dimensions of the brand community triad, suggesting that understanding sport fan behaviour necessitates including both psychological and structural elements of behaviour. Future suggestions for extending the study of sport fans through structural networks are discussed.     

Sport activism and political praxis within the FC Sankt Pauli fan subculture

FC Sankt Pauli is often portrayed as a rebel football club that represents an ideal manifestation of fan centredness. But whilst the club’s reputation is mostly well earned, there is much to distinguish the fans from the club and conflict between the two is prominent and ongoing. This research, based on more than 10 years of ethnography amongst the fans and questionnaires and interviews with key individuals, looks behind the scenes to reveal how fans challenge their club, the authorities and much more beyond. Authentic voices of fan activists tell a story of fervent sport activism, fan power and resistance, alive and well inhabiting a vibrant subculture. Political praxis and protest are prolific amongst Sankt Pauli fans. By illuminating the radical sport activism of Sankt Pauli fans, this paper offers a vision for other football fans to emulate and for sport more generally to realize a more transformative potential.     

Exploring the experiences of female sport fans: A collaborative self-ethnography

Hegemonic masculinity would suggest that sport fandom is the exclusive domain of men and women are subordinate. Yet, it is apparent that women make up a significant portion of the professional sport spectator market. As such, it is important to systematically examine the role of hegemonic masculinity in the female sport fan experience. The purpose of this paper was to document, explore, and reflect upon personal experiences of female sport fans using a collaborative self-ethnography approach. Over a period of 3 months, we documented our experiences attending professional sport events (e.g., Major League Baseball, Canadian Football League) in the United States and Canada. Analysis of the data occurred through a process of sharing and critical reflection of our narratives. We identified three common themes that defined our experiences as female sport fans: (a) negotiating our definition of being a sport fan, (b) female sport fan as “the outsider”, and (c) marginalisation of other women. Our work provides some insight into the lived experiences of female sport fans. Discussion of the findings is intended to shed light on the conversation regarding hegemonic masculinity within the sport fan literature.     

论足球球迷文化与球队成绩的关系

足球作为世界第一大运动,在全世界有着最多的球迷,他们创造出了各种球迷文化,球迷文化是作为主体的的球迷与作为客体的足球运动长期相互作用而形成的在实体层面、行为制度层面以及精神层面的特殊文化。这些球迷文化或积极或消极,并且总能给球队的成绩带来一些影响。本文通过文献资料法、逻辑分析法对足球球迷文化与球队成绩是否存在关系进行分析,旨在为引导中国球迷文化健康发展提供一些建议,为中国的足球俱乐部和国家队提供良好的球迷文化,促进其水平的提高以及在赛场上的成绩,争取早日实现男足再入世界杯的梦想。     

当代中国足球迷现象解析——对北京、沈阳两地足球迷的社会调查

足球迷现象是当代中国形成的一个特殊体育文化现象。运用社会学、社会心理学等理论,以京、沈两地足球迷为研究对象,阐释了当代中国足球迷现象从个体逐步发展到群体、从自在走向自为的形成、演化过程,研究了中国球迷的崇拜心理和行为、越轨心理和行为之共同特征,论述了中国球迷现象的文化、经济、政治意义。研究认为,足球运动之功能与球迷的需要相契合,形成价值同构,是构成球迷狂热、形成球迷现象的本质原因。研究发现,进入80年代以来,中国球迷骚乱有明显增多的趋势,尽管大多发生在场外,但有向场内转移的倾向,而建立和扶持球迷协会是中国社会对球迷进行管理和控制的最佳途径,也是球迷发挥自身作用、寻求社会认可的良好方式。     

The exclusiveness of group identity in celebrations of team success

Basking in reflected glory (BIRGing) describes individuals’ tendency to publicly affiliate themselves with successful others. Within sport, scholars have provided foundational knowledge pertaining to BIRGing; however, they have not deeply engaged with sport fans to understand the influence of multiple group identities in celebrating team success. Using social identity theory and social identity complexity as theoretical frameworks in the current study, I conduct qualitative research with sport fans to understand how multiple group identities influence fan behaviours in response to team performance. I discover that fans (1) BIRG and blast for an enhanced sense of inclusiveness and distinctiveness, and (2) possess multiple, ordinarily inclusive group identities, which converge into a highly exclusive social identity structure immediately before, during, and after games against rivals. I conclude by discussing the potential theoretical and managerial implications regarding multiple group identities in sport contexts, as well as directions for future research.     

Does it really matter? A study on soccer fans’ perceptions of ethical leadership and their role as “stakeowners”

Ethical leadership is increasingly studied in the context of soccer clubs, as it is believed to represent an effective answer to soccer’s “dark side.” However, current academic understanding is limited to key internal stakeholders’ perspectives, such as coaches and players. A highly relevant stakeholder group that is still largely neglected is fans, as they are believed to be uniquely able to influence leadership in sport clubs, while some of soccer’s ethical issues, such as violence and discrimination are strongly associated with fans. This study highlights this duality by referring to fans as “stakeowners,” namely legitimate stakeholders with certain rights as well as responsibilities. Moreover, the authors examine whether ethical leadership by soccer club leaders really matters to fans. Drawing on a qualitative case study in a Belgian professional soccer club, findings indicate fans care mainly about those aspects of ethical leadership that impact their own position, such as clear communication and fan empowerment. On the other hand, findings suggest fan influence on the leadership of their club should not be exaggerated. After all, the club’s leadership questions the critical importance of fans as being core to (soccer) management’s activities and leadership.     

“If people are wearing pink stuff they’re probably not real fans”: Exploring women’s perceptions of sport fan clothing

Given the growth in the female sport fan base of North American major league sports and the development and expansion of women’s team-related apparel, the purpose of this study was to examine women sport fans’ perceptions of team apparel. The authors collected data through in-depth interviews with 16 Canadian women who self-identified as fans of professional sport teams. They perceived a lack of options in team apparel, despite the development of women’s clothing lines. Analysis of the aesthetics, symbolism, and instrumentality of team apparel using a third-wave feminist approach provides socio-cultural explanations for women fans’ dissatisfaction with existing offerings. This approach advances understandings of the social circumstances shaping women’s sport experiences as fans and the impact of gender on consumer engagement. Results suggest that sport teams need to recognize the diversity of women’s gender identities and expressions and provide a wider range of clothing that demonstrate their status as authentic fans.     

Team identification and sports fandom as predictors of fan aggression: The moderating role of ageing

In the current study, the explored the moderating role of ageing in the relationship between team identification/fandom and fan aggression. The authors used an online panel-based survey that offered access to a realworld population of sports fans. Participants were 740 fans of Israeli professional basketball. Results from structural equation modelling demonstrated that older fans reported higher levels of mere sports fandom and lower levels of self-reported aggression and acceptance of aggression. Moreover, age moderated the relationships between team identification (or fandom) and self-reported aggression, such that team identification (or fandom) was more strongly associated with selfreported fan aggression among younger fans than among older fans. The moderating role of age in the relationships between team identification (or fandom) and perceptions of appropriateness of aggression was not supported. The findings contribute to our theoretical understanding of the role of ageing in the relationship between fan identification and fan aggression. Based on these findings, the authors assert that managers might particularly benefit from leveraging the potential, but often neglected, segment of senior fans, since older fans can play a key role in reducing the level of aggression during competitive sports events. Suggestions for future research are also discussed.     

Does your left hand know what your right hand is doing? Impacts of athletes’ pre-transgression philanthropic behavior on consumer post-transgression evaluation

Despite the importance of an athlete’s image and reputation as an individual brand, the academic literature lacks investigations on whether and how an athlete’s brand can be protected when they engage in unethical transgressions. Focusing on athletes’ pro-social activities, the authors presented an experimental study to test how an athlete’s pro-social efforts can alleviate negative impacts from his/her transgression. In particular, the authors test the impacts of athletes’ involvement level (high vs. low) with a pro-social cause and level of fit between an athlete and a cause (high vs. low) on sport consumers’ perceptions. Results demonstrate that an athlete’s pre-scandal charitable behaviors can mitigate adverse impact of a transgression on consumer response only when the athlete has deeply engaged in charitable behaviors. The results also show that a higher fit between an athlete and a cause can generate more severe damaging impacts on consumer evaluation than a lower fit due to consumer skepticism caused by a combination between a negative reputation and a high-fit cause.     

Shame and the sports fan

ABSTRACT

Sports fans sometimes feel shame for their team’s moral transgressions. In this paper, we investigate this phenomenon. We offer an account of sports fan shame in terms of collective shame. We argue that this account is superior to accounts of sports fan shame in terms of shame for others and shame for oneself. We then argue that accepting the role that sports stars play in bringing about the collective shame amongst their fans provides a new way of justifying the claim that sport stars are subject to special moral obligations.     

Will the real fans please remain seated? Gender and television ratings for pre-game and game broadcasts

Previous analysis of fan motivation suggests a number of differences exist in the sport spectatorship of female and male fans, however discrepancies are present in the collective findings. We extend the literature by drawing on sport economic demand research, testing how specific game characteristics influence consumption patterns for each gender. Through the examination of NCAA football game broadcasts, our results support the importance of female pre-game viewership to establish fan status. By contrast, among the many variables tested, gendered-differences in the impact on game viewership are evident only with respect to income and local team participation. Moreover, we do not find differences related to anticipated or actual game competitiveness. We conclude that within game viewership patterns are essentially similar for female and male fans and offer thoughts regarding the practical implications of this research.     

The effect of nostalgia on self-continuity,pride, and intention to visit a sport team's hometown

ABSTRACT

The primary purpose of the current study was to develop a theoretical model regarding nostalgia, self-continuity, pride, and the intention to visit a sport team's hometown and examine the moderating effect of length of time as a sport fan. The study involved showing a short nostalgic video clip and investigated relationships using structural equation modeling (SEM) and multigroup SEM. The results suggest that self-continuity is an important indicator of the relationship between nostalgia and pride and enhances the intention to visit a sport team's hometown. The results also showed that self-continuity is an important indicator for new fans but not for long-term fans.     

Standing Out from the Crowd: Imaging Baseball Fans through Sculpture

Sculptures of athletes that immortalize heroic feats have long been part of the sporting world. More recently, statues of sports fans have appeared, particularly at baseball stadiums across North America. Whilst athlete statues usually represent specific subjects, fan statues typically depict anonymous figures, giving commissioners and sculptors broader license to incorporate particular ideals. This paper investigates how the fan statuary's form reflects commissioners' motivations, values, and views of fandom, and whether fan statues promote a preferred (but often imaginary) narrative regarding the fan experience. A tripartite fan statue design typology is proposed: hero worship, family experiences, and the crowd. By examining an example of each type, with context provided by a unique database of baseball statuary, the fan statuary's predominant themes and tensions are illustrated. Fan statues are concentrated at Minor League ballparks, and all feature children. The majority are alloys of both real and imagined components of the idealized fan experience of the baseball organization's ‘ideal fan’, projecting inclusive, family-friendly, and timeless game day experiences, and evoking nostalgia for childhood. Crowd-type statues offer a more free-spirited and spontaneous aesthetic, with the crowd creating and becoming part of the spectacle – a reality that sports organizations may be less comfortable with.