Conceptualising and measuring fan identity using stakeholder theory

Abstract

This document is the author's post-print version, incorporating any revisions agreed during the peer-review process. Some differences between the published version and this version may remain and you are advised to consult the published version if you wish to cite from it. Conceptualising and measuring fan identity using stakeholder theory AbstractResearch question: Building on identity theory and stakeholder theory, this study explores the concept of fan identity based on self-perceived levels of power, urgency, internal and external legitimacy, and examines their effects on behavioural intentions.Research methods: Data were collected from professional football fans (n = 532). A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the effects of fan identity on three behavioural intention measures. Results and findings:The results indicate acceptable psychometric properties of the multidimensional construct of fan identity composed of power, urgency, internal legitimacy and external legitimacy. Power and internal legitimacy were significantly related to the intentions to attend more games and to purchase merchandise, with internal legitimacy also influencing intentions to recommend games to others. Implications:This study provides the first exploration of fan identity as a multidimensional construct. The findings provide sport managers with useful insights on how to measure fan identity. This study serves as a catalyst for future research to understand the linkages between professional sport teams and their fans.

Football fans and stakeholder theory – A qualitative approach to classifying fans in Germany

“…Our literature review suggested that stakeholder theory serves well as a theoretical framework for analysing classification criteria of sports and football fans. Evidence was provided by Senaux (2008) and Biscaia et al (2018), who applied stakeholder theory and stakeholder classification criteria (e.g. Mitchell et al, 1997) in order to gain knowledge on sports and football fandom.…”

“…When attempting to satisfy fans and therefore sustaining the attractiveness of clubs, managers must concede to a certain extent to the pressure of their supporters (Anagnostopoulos, 2011). Hence, the development and maintenance of a passionate group of fans is vital to the success of professional sports teams (Grant et al, 2011) that can create a competitive advantage by developing fans who strongly identify with their club (Biscaia et al, 2018). The role of fans in the professional sports ecosystem is addressed in the "virtuous cycle of revenue generation" or "sport-media complex" (Parganas, 2018), which describes a value cycle across sporting success, fan attraction and media and sponsorship investment.…”

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“…Accordingly, the current study is mainly focusing on spectators. Biscaia et al (2018) study provides the exploration of an identity as a multidimensional construct, referring to the stakeholder theory, indicating acceptable psychometric properties of the multidimensional construct of fan identity composed of power, urgency, internal legitimacy and external legitimacy, which is influencing intentions to recommend games to others. All these constructs have been extensively impacted by the digitalization of SSCX.…”

Social Media Marketing in Sports: The Rise of Fan Engagement through Instagram

“…Furthermore, when we talk about fan engagement, it is a specific form of getting the customers engaged through every means possible. As stated by Biscaia et al, an organization has to develop and maintain a group of fans who are passionate about the success and failure of the teams as they are the called the "Typical Customers" (28) . In the words of Robinson et al (2005), fans are not just those who would come, sit, watch and cheer for their team, but instead they are the devotees of a particular given sport organization (29) .…”