A model of fan identification: antecedents and sponsorship outcomes

Abstract

This study examines the impact of fan identification on four distinct sponsorship outcomes: sponsor recognition, attitude toward the sponsor, sponsor patronage, and satisfaction with the sponsor. In addition, consistent with the identification literature we investigate the antecedents of prestige, domain involvement, and fan associations for predicting fan identification among sports spectators. Utilizing structural equation modeling the findings support the premise that highly identified fans are more likely to exhibit the investigated sponsorship outcomes. In addition, we found that the investigated antecedents may aid in predicting fan identification. Our findings are discussed, managerial implications presented, and future research directions provided. Modern sponsorship has moved from primarily a philanthropic activity to mutually advantageous business arrangements between sponsors and the sponsored (Abratt et al., 1987). The objectives being sought by sponsoring organizations are focusing more and more on exploitable commercial potential and bottom-line results (

Buying a sponsor's brand: the role of affective commitment to the sponsored team

“…Madrigal (2001) suggests that fans who identify strongly with their team are more likely to support merchandising, and he reports some support for this relationship. Gwinner and Swanson (2003) and Cornwell and Coote (2005) similarly report evidence to support the relationship between consumers' identification with a sponsored team and their intention to purchase sponsors products. Gwinner and Swanson (2003) also argued that purchase intentions are linked to fans' perceptions of sponsors as part of the 'in-group'.…”

“…Gwinner and Swanson (2003) and Cornwell and Coote (2005) similarly report evidence to support the relationship between consumers' identification with a sponsored team and their intention to purchase sponsors products. Gwinner and Swanson (2003) also argued that purchase intentions are linked to fans' perceptions of sponsors as part of the 'in-group'. Since sponsors are sanctioned by the team, and support the team in some way, fans feel a sense of obligation to the sponsor.…”

“…Cornwell and Coote (2005) and Gwinner and Swanson (2003) followed Bhattacharya Rao, and Glynn (1995) and Mael and Ashforth (1992) in conceptualising social identification as a cognitive and evaluative process resulting in an individual perceiving a sense of oneness with the group. As outlined earlier, Cornwell and Coote (2005) identified 'prestige' as antecedent to social identification, illustrating the evaluative nature of the social identification process.…”

“…Most studies have utilised some measure of affiliation with the team (or event) and its perceived prestige or esteem. For example, Cornwell and Coote (2005), and Gwinner and Swanson (2003) used these as independent antecedents to identification with the team (or event). In other words, if the individual perceives the team (or event) to be prestigious, and they have a long standing participation with them, they will identify strongly with the team or event.…”

Fan-family conflict : an examination of inter-role conflict between sport fan and family roles.

“…Researchers have investigated the various outcomes of fan identification and strategies for sport organizations to increase levels of identification (Gwinner & Swanson, 2003;James & Trail, 2008;Sutton et aI., 1997;Wann & Branscombe, 1993).…”