Sports Management Commons^™

Fan Communities And Subgroups: Exploring Individuals' Supporter Group Experiences, Bruce David Tyler

Open Access Dissertations

The aggregate of a sport team’s fans may be viewed as a consumption community that surrounds the team and its brand (Devasagayam & Buff, 2008; Hickman & Ward, 2007). Beneath this larger consumption umbrella, smaller groups of consumers may exist (Dholakia, Bagozzi, & Pearo, 2004), such as specific supporter groups for a team. Individuals thus may identify with multiple layers of the consumption group simultaneously (Brodsky & Marx, 2001; Hornsey & Hogg, 2000). Although past researchers have studied supporter groups (Giulianotti, 1996, 1999a; Parry & Malcolm, 2004) and consumption communities (Kozinets, 2001; Muñiz & O’Guinn, 2001; McAlexander, Schouten, & Koenig, …