A comparative analysis of cultural value orientations for understanding sport fan motivations

Abstract

Purpose – The purpose of this paper is to examine the relationship between cultural value orientations and sport fan motivations. Design/methodology/approach – Data were collected from American and Korean college students. Three separate multivariate analysis of covariance revealed sport fan motivations differ across nationality and cultural value orientation. Findings – The current study provided empirical support for the assumption that individualism-collectivism influences sport fan motivations and geographically different sport consumers. Also, the outcomes were consistent with the previous literature which found sport fan motivations differ across nationality (the USA and South Korea). Originality/value – In combination with prior research, the findings of this study offer suggestions for how marketers could differentiate their marketing strategies for culturally diverse sport consumers.

Gooool: motivation drivers of attitudinal and behavioral fan loyalty in Brazil

“…Due to the difficulty in identifying a standard favourite team amongst all participants, each participant was allowed to select his/her favourite sport team in order to respond the questionnaire (Han, Mahony, & Greenwell, 2016). The survey took around six minutes to complete.…”

“…These were rated on a 7-point, Likerttype scale (1 = strongly disagree, 7 = strongly agree). These motivations reflect a mixture of social and psychological motivations (Han, Mahony, & Greenwell, 2016). Attitudinal Loyalty was measured using four items drawn from Wang et al (2011) and measured on a 7-point, Likert-type scale (1 = strongly disagree, 7 = strongly agree).…”

“…Research has begun to focus more on the psychological factors motivating fan behaviour (Han, Mahony & Greenwell, 2016). Motivation refers to an activated state within a person, which represents internal factors that arouse, lead and provoke goal-direct behaviour (Funk, Filo, Beaton & Pritchard 2009;Pritchard, Funk, & Alexandris, 2009;Santos et al, 2016), such as sports fans watching on TV/online or and attending matches (Karakaya, Yannopoulos, & Kefalaki, 2016;Madrigal, 2006;Mahony, Nakazawa, Funk, James, & Gladden, 2002;Trail & James, 2001;Wann, 1995;Zhang & Byon, 2017).…”

“…Despite the importance of motivating factors that stimulate fan-related behaviour (Beccarini & Ferrand, 2006), knowledge about how fans around the world may differ is still limited (Han, Mahony, & Greenwell, 2016), with little research having been done that investigates the influence of motivation has been linked to both attitudinal and behavioural fan loyalty in the Brazilian context. Furthermore, as fan motivations can vary across different sports (Bernthal et al, 2015;Ballouli et al, 2016;Wann, Grieve, Zapalac, & Pease, 2008), there is a need for better understanding these differences in the Brazilian context.…”

“…Despite the growing literature of fan-loyalty studies (e.g. Bauer, Stokburger-Sauer, & Exler, 2008;Dwyer, 2011;Wu, Tsai, & Hung, 2012), and with research identifying those sports-fan motivations can vary in different countries (Han, Mahony & Greenwell, 2016), little or no research has attempted to investigate the motivational antecedents of Brazilian fan loyalty, especially capturing both attitudinal and behavioural aspects, and comparing fans of football with fans of other sports. Thus, a theoretical gap exists as to understanding the unique motivations for Brazilian fan loyalty (Wang, Zhang, & Tsuji, 2011) and what drives Brazilian fans to attitudinally commit to a team and exhibit fan-related behaviours, such as attending matches and buying team merchandise.…”