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Full-Text Articles in Sports Management
I Am Distinctive When I Belong: Meeting The Need For Optimal Distinctiveness Through Team Identification, Michael M. Goldman, S. Chadwick, D. C. Funk, A. Wocke
I Am Distinctive When I Belong: Meeting The Need For Optimal Distinctiveness Through Team Identification, Michael M. Goldman, S. Chadwick, D. C. Funk, A. Wocke
Sport Management
The development of stronger team identity has previously been explained through the social identity aspect of belonging. Although this has contributed much to our understanding of sport fans, it has neglected an alternative explanation for team identity, specifically the search for distinctiveness. How then do fans develop stronger team identity by 'standing out' as opposed to 'fitting in'? This paper provides evidence of seven identity management strategies used by fans with a strong psychological connection to their chosen team. Saturation sampling was employed to interview 29 South African rugby union fans via semi-structured interviews, followed by a directed approach to …
A Process Model Of Sport Fan Detachment, L. Martin, Michael M. Goldman
A Process Model Of Sport Fan Detachment, L. Martin, Michael M. Goldman
Sport Management
Within the field of sport marketing, scholarship to date has predominantly focused on the drivers of fan loyalty and allegiance, and the motivational aspects of fan behavior, at the expense of understanding the deterioration of the relationship between the sport consumer and sport team. Previous customer-brand relationship literature was integrated to propose and test a model of sport fan detachment. A qualitative study of lapsed season ticket holders was conducted to gain a deep understanding of the fan’s individual lived experience. The findings contribute a four-part sequential process of a breakdown trigger, iterative decline, disengagement incident, and exit phase, to …