Explaining NFL fans' purchase intentions for revered and reviled teams: A dual-process perspective

Sierra, Jeremy J.; Taute, Harry A.; Heiser, Robert S.

doi:10.1016/j.jretconser.2012.03.007

Cited by 11 publications

(11 citation statements)

References 98 publications

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“…Dual-process theory has been used in various contexts to illuminate consumer purchase processes. For example, anticipated emotions, stemming from imagined outcomes (Kwortnik & Ross, 2007), in concert with cognitions, affect intention to attend sporting events (Sierra, Taute, & Heiser, 2012), use credit cards (Wiener et al, 2007), visit shopping centers (Hunter, 2006), gamble (Sierra & Hyman, 2009), and diet, exercise, and study (Perugini & Bagozzi, 2001). Further, dual-process frameworks have been used to explain service interactions (Bitner, 1992), tattoo procurement (Sierra, Jillapalli, & Badrinarayanan, 2013), market valuation (Arens & Rust, 2012), and experimental card tasks (Kogler & Kühberger, 2007).…”

Section: Dual-process Theorymentioning

confidence: 99%

Determinants and Outcomes of Online Brand Tribalism: Exploring Communities of Massively Multiplayer Online Role Playing Games (MMORPGs)

Badrinarayanan¹,

Sierra²,

Taute

2014

Psychol. Mark.

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Online consumption communities, involving millions of online consumers, have been created around massively multiplayer online role playing games (MMORPGs). Within these communities, players who share interest in MMORPGs convene, interact, and collaborate with fellow players and achieve game‐related outcomes. As these online social networks have been noted to augment, and perhaps supplant person‐to‐person interaction, this study focuses on the drivers of inherent interpersonal relationships, the nature of the constructed society, and resulting consumer initiatives to sustain and nurture the organization. Specifically, this research suggests that MMORPG communities transcend more facile forms of online or brand communities and demonstrate characteristics that can most aptly be construed as brand tribalism in the anthropological sense. Here, the challenge and telepresence innate in playing MMORPGs, cognitive and affective involvement associated with MMORPGs, and commitment to MMORPGs are modeled as antecedents of brand tribalism or a sense of the relationship with the brand and MMORPG community. Consequently, intent to purchase MMORPG‐related virtual products, recruitment of other MMORPG players, and word of mouth are identified as consequences of this unique consumer–brand relationship. Further analysis reveals the negatively charged emotional measure (i.e., defense of the tribe) within the tribalism instrument explains more variance in the outcome variables than the positively charged emotional measures (i.e., lineage, social, sense of community). Implications and future research directions are offered.

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Section: Dual-process Theorymentioning

confidence: 99%

Determinants and Outcomes of Online Brand Tribalism: Exploring Communities of Massively Multiplayer Online Role Playing Games (MMORPGs)

Badrinarayanan¹,

Sierra²,

Taute

2014

Psychol. Mark.

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“…Consumer involvement is defined as 'the perceived interest in and personal importance of sports to an individual' (Shank & Beasley, 1998). The importance of sports fans' involvement in predictions relating to their intention to purchase NFL teams' apparel was supported in (Sierra et. al., 2012) study, in which a sample of NFL fans at business school in the southwest U.S. were solicited as respondents and were asked to indicate their favorite NFL team and how long in terms of years they have felt this way; sports fans' involvement related to the term 'sport spectator' itself contains the meaning of behavioral contribution or behavioral aspect, Such as pending time, paying money to buy ticket, attending a game and analyzing information about sporting events is important for understanding sport spectator behaviors (Kim, AE., 2003).…”

Section: Sports Fans' Involvementmentioning

confidence: 85%

An Evaluation of the Effectiveness of Sports Sponsorship among Football Fans in Egypt

Ibrahim¹

2014

AJSPO

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Sports sponsorship in Egypt is growing. Thus, there is a critical need to have a solicitude in this area. One of the corporations aims is to increase its investments in sports. Nowadays; most of the corporations want to evaluate the influence of their communication to make better decisions. There is a lack of researches in this area in Egypt. This study examines theoretical relationships between key variables of sponsorship influence that include sponsor awareness, corporate image and future purchase intentions. Sports fans' involvement was also reviewed & questionnaires were sent electronically via a social network (Facebook) to 107 football fans. The first section of the questionnaire was related to brand awareness items. The second section was about corporate image items. The third section was about purchase intention items. Finally, the last section was about the demographics of the respondents. Unaided recall tasks are considered to be more appropriate measures than recognition tasks because they require the respondent to retrieve the sponsor's name from memory rather than by recognizing their brand name from a list (Stotlar, 1993). Results suggested that sports fans' involvement had a direct positive effect on perceptions of corporate image; also, corporate image has a direct positive effect on purchase intentions, but there was no correlation between sports fans' involvement and intention to purchase the sponsor's product, and there was no correlation between sponsorship awareness and positive effect on corporate image. Finally, there was no correlation between sponsorship awareness and the effect on intentions to purchase a sponsor's products. This paper is divided into nine sections; First is introduction,which contains the research objectives and statement of problem, Second is literature review which declared the relation among football fans and effects of sports sponsorship on (sponsorship awareness, corporate image and purchase intention) Third, a research model of the relationships among fan sports involvement, sponsor awareness, corporate image and purchase intention, Fourth, research methodology. Fifth, research hypothesis. Sixth, The demographic information. Seventh, The results. Eighth, Conclusion and discussion & Ninth limitations and future research.

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“…Despite ample studies on the formation of sports fan identity and fans' behavior, most have considered fans a homogeneous group of primarily white adult men (e.g. Dionisio et al, 2008;Hunt et al, 1999;Sierra et al, 2012;Sveinson and Hoeber, 2015).…”

Section: Gender Differences In Sports Fan Behaviormentioning

confidence: 99%

“…While the number of female NFL sports fans has increased, most studies addressing fan identification and behavior have concentrated on white males (e.g. Dionisio et al, 2008; Exploring NFL fans' behavior by gender 125 et al, 1999;Sierra et al, 2012). Some researchers, such as Heere and Newland (2014), have focused on female identification and its influence on viewership and participation in female sports.…”

Section: Introductionmentioning

confidence: 99%

“…In addition to displaying team identification through appearance, team identification can be demonstrated through individuals' participation in sports-related rituals. Attending games, face painting and purchasing team-licensed products are often considered ritualistic behaviors that help distinguish fans of one team from fans of another (Fisher and Wakefield, 1998;Sierra et al, 2012) and enable fans to feel socially identified with their team (Kwak and Kang, 2009). The identity of being a sports fan can be so salient that a person would change his/her behavior accordingly in different social contexts.…”

Section: Introductionmentioning

confidence: 99%

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NFL fans' identity and consumption behavior by gender

Shane-Nichols

McCrohan

Chung

2020

SBM

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PurposeThe purpose of this qualitative research study was to explore male and female sports fandom through examining the prototype of a loyal National Football League (NFL) fan.Design/methodology/approachEighteen in-depth interviews were conducted with male and female participants who self-identified as NFL fans from the Midwest and Northeast regions of the US. Data were analyzed using open coding.FindingsBoth female and male participants identified three common criteria for being a prototypical NFL fan: loyalty, knowledge and wearing of team apparel. The findings also demonstrated gender differences in both how a fan identifies a prototypical fan and how that dictates fan identity, attitudes and behavior. Additionally, prototypical fandom might need to be defined differently for males and females.Originality/valueThis study contributes to the literature by exploring the perspectives of both genders of NFL fans and by providing a more balanced perspective of how males and females define prototypical fans and how each gender perceives the fan behavior of the opposite sex.

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Explaining NFL fans' purchase intentions for revered and reviled teams: A dual-process perspective

Cited by 11 publications

References 98 publications

Determinants and Outcomes of Online Brand Tribalism: Exploring Communities of Massively Multiplayer Online Role Playing Games (MMORPGs)

Determinants and Outcomes of Online Brand Tribalism: Exploring Communities of Massively Multiplayer Online Role Playing Games (MMORPGs)

An Evaluation of the Effectiveness of Sports Sponsorship among Football Fans in Egypt

NFL fans' identity and consumption behavior by gender

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