Building Service Brands via Social Identity: Lessons from the Sports Marketplace

Underwood, Robert L.; Bond, Edward U.; Baer, Robert

doi:10.1080/10696679.2001.11501881

Cited by 329 publications

(304 citation statements)

References 23 publications

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“…This was seen, for example, in the derogatory reactions of University of Cincinatti football fans to the aforementioned loss of their coach, Brian Kelly, after his departure to Notre Dame in 2009 [17]. More generally too, there is clear evidence that the ways in which teams understand (and market) themselves is informed by sensitivity to such factors [36,[39][40][41][42][43][44][45].…”

Section: Social Identity Is the Basis For Sports Group Behaviormentioning

confidence: 99%

A Social Identity Approach to Sport Psychology: Principles, Practice, and Prospects

et al. 2015

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Drawing on social identity theory and self-categorization theory, we outline an approach to sport psychology that understands groups not simply as features of sporting contexts but rather as elements that can be, and often are, incorporated into a person's sense of self and, through this, become powerful determinants of their sport-related behavior. The underpinnings of this social identity approach are outlined, and four key lessons for sport that are indicative of the analytical and practical power of the approach are presented. These suggest that social identity is the basis for sports group (1) behavior, (2) formation and development, (3) support and stress appraisal, and (4) leadership. Building on recent developments within sport science, we outline an agenda for future research by identifying a range of topics to which the social identity approach could fruitfully contribute. Key Points• We outline a social identity approach to sport psychology based upon social identity and self-categorization theories.• We argue that this approach has the potential to make a significant, unique, and powerful contribution to the analysis of an array of phenomena and behaviors that are at the heart of sport and sport psychology.• In particular, the approach offers a comprehensive analysis of the ways in which individual psychology both structures, and is structured by, the dynamics of group life; this involves seeing groups not simply as features of sporting contexts but rather as elements that can be, and often are, incorporated into a person's sense of self and, through this, become powerful determinants of their sport-related behavior.

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Section: Social Identity Is the Basis For Sports Group Behaviormentioning

confidence: 99%

A Social Identity Approach to Sport Psychology: Principles, Practice, and Prospects

et al. 2015

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“…Yet, studies exploring team identification generally approach the subject with a broader focus (Boyle & Magnusson, 2007;Lock, Funk, Doyle, & McDonald, 2014;Underwood, Bond, & Baer, 2001). We use the term superordinate identification to describe those aspects of the team, organisation and brand that consumers assimilate into an overall image of a sport organisation.…”

Section: Superordinate Identificationmentioning

confidence: 99%

The Multiple In-group Identity Framework

Lock

Funk

2016

Sport Management Review

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The effects of team identification on sport consumer behaviour are well established.Recent research, however, has moved beyond this perspective to examine the influence of groups within and beyond the team identity on consumption. Assimilating previous research findings, we advance a Multiple In-group Identity Framework (MIIF), which consists of three levels: (1) superordinate (i.e., team identity), (2) subgroup (e.g., specific stadium area), and (3) relational group (e.g., friends or family). The MIIF conceptualises the complex array of groups to which a consumer may belong within a superordinate identity. Each level includes groups with varying degrees of inclusiveness, homogeneity, and interpersonal attachment between members.Individuals seek out sub and relational group membership because solely identifying at the superordinate level may not provide optimal distinctiveness or sufficient interpersonal attachment. This provides additional self-concept benefits that nourish and operate in complement with the superordinate identification. The extent that different in-group identities influence behaviour relates to their importance in a consumer's self-concept and relevance to context. We provide implications for theory and practice.

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“…Takımla özdeşleşme, tüketimi sembolize eden veya teşvik eden bir olgu haline gelmiştir. Bu bağlamda, spor pazarlamacıları, taraftarların takımlarıyla özdeşleşmeleri için müşteri olma seviyesini daha yüksek oranda etkileyerek (Sutton ve diğerleri, 1997;Trail, Anderson ve Fink, 2005;Underwood, Bond ve Baer, 2001) ve ürün tüketimleriyle ilişki seviyesini arttırarak (Gwinner ve Swanson, 2003) pazarlama programlarını tasarlamalıdırlar. Türkiye'deki lisanslı spor ürünleri pazarına yönelik olarak yapılan sınırlı sayıdaki araştırmalar, takımla özdeşleşme düzeyinin lisanslı spor ürünlerini satın alma davranışını doğrudan etkileyen bir değişken olarak ortaya koymaktadır (Özer ve Argan, 2006;Torlak, Özkara ve Doğan, 2014).…”

Section: Takımla öZdeşleşmeunclassified

Lisanslı Spor Ürünlerinin Algılanan Değer Bileşenlerinin Satın Alma Niyeti ile İlişkisi: Türkiye nin En Büyük Üç Futbol Kulübünün İncelenmesi

Kazançoğlu¹,

Baybars²

2016

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ÖZ:Lisanslı ürünler futbol kulüplerine hem düzenli bir gelir kaynağı, hem de taraftarlarıyla olan duygusal bağlarını geliştirme imkânı sunmaktadır. Araştırmanın amacı; taraftarların takımla özdeşleşme düzeyleri ve lisanslı ürünlerin algılanan değeri arasındaki ilişkileri incelemek, bu faktörlerin satın alma niyeti üzerindeki etkilerini araştırmaktır. Türkiye'nin üç büyük futbol kulübünün taraftarlarından toplam 953 kişiyle anket çalışması gerçekleştirilmiştir. Araştırma sonuçlarına göre, taraftarların takımla özdeşleşme düzeyi ile lisanslı ürünleri satın alma niyeti arasında doğrudan ilişkinin olmadığı, algılanan değerin etkisi aracılığıyla takımla özdeşleşmenin satın alma niyetine etkisi olduğu belirlenmiştir. Kulüpler temelindeki farklılıkların görülmesi için yapılan analizler, her kulüp için lisanslı ürünlerin öne çıkan algılanan değer boyutlarının farklılaştığını göstermektedir.

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Building Service Brands via Social Identity: Lessons from the Sports Marketplace

Cited by 329 publications

References 23 publications

A Social Identity Approach to Sport Psychology: Principles, Practice, and Prospects

A Social Identity Approach to Sport Psychology: Principles, Practice, and Prospects

The Multiple In-group Identity Framework

Lisanslı Spor Ürünlerinin Algılanan Değer Bileşenlerinin Satın Alma Niyeti ile İlişkisi: Türkiye nin En Büyük Üç Futbol Kulübünün İncelenmesi

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