Influence of sports fan ethnocentrism on identification and media consumption intention: a preliminary investigation with Taiwanese baseball fans

Chiu, Weisheng; Won, Doyeon

doi:10.1080/17430437.2020.1772232

Cited by 9 publications

(8 citation statements)

References 64 publications

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“…Second, our study adds to the social identity theory by suggesting that fans' allegiance may differ based on the attachment points and demographic characteristics like age and gender (Chiu and Won, 2020). Third, our results contribute to the attachment theory, which states that there could be a number of points of attachment (Havard et al , 2016) leading to team identification.…”

Section: Discussionmentioning

confidence: 95%

“…First, this study signifies the need to understand the formation of team identification and the important antecedents that can lead to the formation of team identification in any sport league. The formation of team identification based on various attachment points can have different implications (Chiu and Won, 2020). Individuals having allegiance towards a particular team based on player attachment may switch their loyalty when their favourite player switches teams or retires.…”

Section: Discussionmentioning

confidence: 99%

“…The social identity theory focuses on group formation based on several factors such as age, gender, shared activities, etc. (Chiu and Won, 2020). Attachment towards sports has a different influence on the social identity of males and females (Havard et al , 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

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Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Kamath

Ganguli

George

2020

IJSMS

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PurposeThis paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender.Design/methodology/approachData were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM).FindingsAttachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study.Practical implicationsThis study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands.Originality/valueThis is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour.

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Section: Discussionmentioning

confidence: 95%

Section: Discussionmentioning

confidence: 99%

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Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Kamath

Ganguli

George

2020

IJSMS

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“…The attitudinal dimension of loyalty focuses on the psychological state of mind sport fans have toward their teams [49], which is a useful tool to distinguish between spurious loyalty and true loyalty. On the other hand, behavioral loyalty was primarily defined by sport fans' patterns of consumption behaviors, such as repeat game attendance, (social) media consumption, repeat purchase of team-licensed products, and engagement in team activities [45,48,[50][51][52].…”

Section: Sport Fan Loyaltymentioning

confidence: 99%

Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League

2021

Self Cite

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For the sustainable development of the Korean Professional Baseball League (a.k.a., KBO League), it is critical to propose profitable and efficient pricing strategies for each team in the KBO League. Therefore, the purpose of this study was to understand KBO League fans’ perceptions of price sensitivity. More specifically, this study explored how fans’ perceptions of price sensitivity and latitude of price acceptance vary between different loyalty groups. A total of 213 valid responses were recruited from KBO League fans by using a convenience sampling approach. As a result, based on the levels of attitudinal loyalty and behavioral loyalty, fans were classified into four categories: loyal fans, latent fans, spurious fans, and indifferent fans. Moreover, loyal fans were found to be less sensitive to the ticket price increase of different levels (i.e., 10%, 20%, and 30%), followed by latent fans, spurious fans, and indifferent fans. Meanwhile, loyal fans have the highest level of the latitude of price acceptance, followed by latent fans, spurious fan, and indifferent fans. The findings of this study contribute to a better understanding of sport fans’ responses to the change of ticket price and their perceptions of the accepted price range. Meanwhile, this study offers practical implications for marketers of KBO League teams to develop tailored pricing strategies for their fans by considering different loyalty levels.

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“…Thus, as athletes represent an important brand association for their teams (Gladden & Funk, 2002), athletes can act as direct endorsers of their respective teams. Furthermore, based on the concept of sports ethnocentrism (Hu & Bedford, 2012), former studies found that fans develop team and player identification, which ultimately leads to behavioral consumption, when their nation's athlete is playing in foreign leagues (Chiu & Won, 2020). Therefore, signing an athlete (particularly with a national icon status) will lead to a more favorable team loyalty evaluation.…”

Section: Athlete Signing On Team Loyaltymentioning

confidence: 99%

The Role of Athlete Signing as a Tool for Market Expansion: A Study on European Football Teams Signing Korean Footballers

Ahn¹,

Kwon²

2021

Int J Appl Sports Sci

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Although teams undertake various efforts (e.g., signing athletes who originate from the target market, holding international tours, participating in friendly tournaments during off-season) to expand their market internationally, teams signing target market’s national team level athletes is one of the most approachable and effective methods. However, to the best of the authors’ knowledge, no extant studies have empirically examined the effect of such a method. Therefore, the purpose of the current study was to examine the role of signing a national sports icon as a tool for market expansion for professional sports teams. This study conducted an experimental study by providing stimulus material and conducting a survey. The collected data was analyzed using the paired t-test and one-way ANOVA. Looking at the results, there was a significant difference in team loyalty when participants were exposed to the news that the team signed their national team player. In addition, the moderating effect of football involvement was evident as differences between the low involvement group and the high involvement group were partially statistically significant. Research findings contribute to understanding the effect of signing the target market’s athletes as a team’s global market expansion effort and provide important cues for future research.

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Influence of sports fan ethnocentrism on identification and media consumption intention: a preliminary investigation with Taiwanese baseball fans

Cited by 9 publications

References 64 publications

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League

The Role of Athlete Signing as a Tool for Market Expansion: A Study on European Football Teams Signing Korean Footballers

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