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Winnen is ook niet alles: De voorspellers en gevolgen van club identificatie bij supporters met een lage, gemiddelde en hoge mate van fandom

Dam, Annemiek (2010) Winnen is ook niet alles: De voorspellers en gevolgen van club identificatie bij supporters met een lage, gemiddelde en hoge mate van fandom.

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Abstract:Background When selling sports as a form of entertainment, supporters’ identification with a club seems to be a very important factor in achieving the desired consumption behavior. Social identity theory postulates that when a consumer identifies strongly with a group, he will have a stronger and clearer self-image and he will show behavior that is in favor of the group. Marketing a professional sports organization is hard, since a non-fitting message can result in lowered identification levels and a decrease in desired consumer behavior. Previous research stresses the importance of shifting supporters into different segments, which are all supposed to have different motives for identifying with a sports club. Goal The objective this research pursued was to gain new insights into the relationship between fan segmentation and identification’s predictors. Until now, very little empirical evidence existed on the combination of these subjects. The results of this paper will therefore be a valuable expansion on the conceptual statements and suggestions that were done by multiple authors. Method The research model was composed of seven predictor variables (Regional Involvement, Domain Involvement Active, Domain Involvement Passive, Perceived External Prestige, Perceived Team Performance, Team Member Attractiveness and Team Member Similarity), four dependent variables (Game Attendance Stadium, TV Viewing, Purchase of Merchandise Quantity & Sum) and Club Identification as a mediator. It was expected that there would be differences to point out in the degree of influence the predictors have on club identification between fans with a low, mediate and high level of fandom. All variables from the research model were measured by means of an online questionnaire filled in by supporters of a Dutch football club. Preliminary to the questionnaire the respondents were exposed to a written article that manipulated the club’s involvement with the region it resides in. So the research consisted of a 2 (high vs. low regional involvement) * 3 (low vs. mediate vs. high level of fandom) design. Conclusions It appeared that the research model was reliable, provided that the different segments are taken into account. This research offers more proof to the influence club identification has on desired consumer behavior. The results show that differences between segments of supporters do indeed exist. Players’ attractiveness and involvement with watching football turned out to be the only two factors influencing club identification for supporters with a high level of fandom. These two variables have influence in the other segments as well, but for mediate fandom supporters regional involvement is added and for low fandom supporters similarity with players and team performance are also added. It was not found that the manipulation acted as a moderator between regional involvement and club identification. When supporters have a strong bond with the region, an international oriented text does not discourage them to identify with the club
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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