Sports Management Commons^™

An Examination Of Motivation And Identification Of Football Fans, Jennifer Y. Mak, Carina King, Jinmoo Heo

Marketing Faculty Research

This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.

Sec Football Away Game Consumption: The Roles Of Motives, Subcultural Identification, Contextual Dimensions And Destination Image In Sport Tourism, Robert Bruce Daniell

Doctoral Dissertations

The popularity of college football, specifically Southeastern Conference (SEC) football, is at an all-time high. Extant research analyzes consumer behavior in sport consumption settings; however, the away game sport tourist is often overlooked. Given the economic impacts associated with sport tourism, a deeper understanding of the college football sport tourist is desirable. This study utilized a research model grounded in social identity theory and motivation theory to examine the relationships among various sport consumption motives, subcultural identification, and destination image applied to SEC football away game sport tourists.

The results of the study indicate that SEC football away game sport …

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, …