Evaluation of the Sports Fans' Enthusiasm Model (Case Study: Iranian Women's Basketball Premier League Fans)

Document Type : Original research

Authors

1 PhD Student in sport management, Department of Sports Management, Faculty of Physical Education and Sport Sciences, Islamic Azad University, South Tehran Branch, Tehran, Iran

2 department of Sport Management, Faculty of Physical Education and Sport Science, South Tehran Branch, Islamic Azad University

3 Department of Sports Management, Payame Noor University, Tehran, Iran

4 Department of Sports Management, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Science and Research Branch, Tehran, Iran

Abstract

The purpose of this study was to evaluate the sports fans' enthusiasm model in Iranian Women's Basketball. The present study is a descriptive correlational study based on structural equation modeling, and in terms of purpose is considered as an applied study. The data of this study were collected using a questionnaire. The statistical population of the study was the fans of the Iranian Women's Basketball Premier League. Due to the uncertainty of the number of fans, according to Morgan's table, the statistical sample size was 384 people selected as the statistical sample. In this study, the fans' enthusiasm, intention to refer, and purchase intention, identification with the team and the expression of emotions, and positive emotions questionnaires were used. The results of structural equation modeling showed that positive emotions on participation management, socially desirable behaviors and performance tolerance in sports fans, identifying with the team on participation management, socially desirable behaviors and performance tolerance of sports fans and showing emotions on participation management, socially desirable behaviors and performance tolerance and participation management, and socially desirable behaviors and performance tolerance had a significant effect on purchase intention. Participation management was significant with negative intention to referring, and the effect of socially desirable behaviors with positive intention to referring were significant. Hence, it can be seen that factors such as engaging emotions, managing participation, and aligning the identities of the fans and their favorite team play a significant role in the enthusiasm of the fans and also the continuation of this process

Keywords

Main Subjects

References

  1. Abosag I., Roper S., Hind D.(2012). Examining the relationship between brand emotion and brand extension among supporters of professional football clubs. European journal of marketing, 46(9), 1233-1251.
  2. Ahearne M., Bhattacharya C.B., Gruen T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of applied psychology, 90(3), 574.
  3. Akhter, W. Abbasi, A. S.&et.al. (2010).factors affecting customer Loyalty in Pakistan. African Journal of Business Management vol 5(4), pp.1167-1174
  4. Auh S., Bell S.J., McLeod C.S. Shih E.(2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359-370.
  5. Belaid S., Temessek Behi A.(2011). The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context. Journal of Product & Brand Management, 20(1), 37-47.
  6. Brie, J., Ilic, A., Juric, B. & Hollebeek, L. (2013), Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis, Journal of Business Research, 66(1), 105

7.        Chan, k., Li, S.Y. (2020). Understanding consumer-to-consumer interactions in virtual communities: the salience of reciprocity. Journal of Business Research, 48(4), 37-52

  1. Cialdini R B., Borden R.J., Thorne A., Walker M R., Freeman S., Sloan L.R.(1976). Basking in reflected glory: Three(football) field studies. Journal of personality and social psychology, 34(3), 366.
  2. Davis R., McGinnis L.P.(2016). Conceptualizing excessive fan consumption behavior. Journal of Retailing and Consumer Services, 28, 252-262.
  3. De Ruyter K., Wetzels M.(2000). Customer equity considerations in service recovery: a cross‐industry perspective. International Journal of Service Industry Management, 11, 91-108.

 

  1. Dixon, K. (2013). Consuming Football in Late Modern Life. Teesside University, UK. Ashgate Publishing Limited.
  2. Doherty, A. (2013). Investing in sport management: The value of good theory. Sport Management Review, 16(1), 5-11.
  3. Dwyer B., LeCrom C., Greenhalgh G.P. (2018). Exploring and measuring spectator sport fanaticism. Communication & Sport, 6(1), 58-85.
  4. Gholipour N., Eidi H., Yousefi B. (2018). Development of Model for Spectators’ Attitude to Persian Gulf League. Sport Psychology Studies, 7(24), 1-15. In Persian.
  5. Giampiccoli A., Lee S.S., Nauright J.(2015). Destination South Africa: Comparing global sports mega-events and recurring localised sports events in South Africa for tourism and economic development. Current issues in tourism, 18(3), 229-248.
  6. Gwinner K., Swanson R. (2003). A model of fan identification: antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294.
  7. Gholami Turkslouyeh., S., Yousefi, B., Sadeghi, S., Mahdavi, F. (2014). Predicting organizational effectiveness based on emotional intelligence of high school sports teachers in Ilam province. Studies of the basics of management in sports, 4, 99-107
  8. Mazodier M., Merunka D.(2012). Achieving brand loyalty through sponsorship: the role of fit and self-congruity. Journal of the academy of marketing science, 40(6), 807-820.
  9. Raney A.A.(2013). Reflections on communication and sport: On enjoyment and disposition. Communication & Sport, 1(1-2), 164-175.
  10. Rasafiani M., Sahaf R., Shams A., Vameghi R., Zareian H., Akrami R. (2020). Validity and Reliability of the Persian Version of the World Health Organization Quality of Life

 

Questionnaire – the Older Adults Edition. Salmand: Iranian Journal of Ageing, 15 (1), 41-28.

  1. Robinson M.J., Trail G.T. (2005). Relationships among spectator gender, 17. motives, points of attachment, and sport preference. Journal of Sport Management, 19(1), 58-80.
  2. Sahaf R., Delbari A., Fadaye Vatan R., Rassafiani M., Sabour M., Ansari G., Shams, A. (2014). Validity and Reliability of Self-Report Physical Activity Instruments for Iranian Older People. Salmand: Iranian Journal of Ageing, 9 (3), 206-217.
  3. Soheili B., Tojari F., Zarei A. (2018). Measuring Spectators’ Involvement Levels in Iranian Pro League of Football within the Framework of the Psychological Continuum Model (PCM). Sport Psychology Studies, 7(25), 175-194. In Persian
  4. Stander F.W. De Beer L.T.(2016). Towards engagement: A comparison of fan groups in the context of a major South African football club. SA Journal of Industrial Psychology, 42(1), 1-10.
  5. Tangari, A.H., Judith, A., Folse, G., Scot, B., Jeremy, K. (2010). THE Moderating Influence of Consumers’ Temporal Orientation On The Framing Of Societal Needs and Corporate Rersons In Cause-Related Marketing Campaigns. Journal of Advertising, vol, 39(2), 35–50.
  6. Theocharis D., Tsekouropoulos G., Papaioanniu E.(2019). Customer Engagement in Sports and its Impact on Brand Strength and Brand Equity through Social Media. Paper presented at the International Conference on Economic Sciences and Business Administration.
  7. Trail G.T., Anderson D.F., Fink J.S.(2005). Consumer satisfaction and identity theory: A model of sport spectator conative loyalty. Sport Marketing Quarterly, 14(2), 98-111.

 

 

  1. Trail G.T., Kim Y.K., Kwon H.H., Harrolle M.G., Braunstein-Minkove J. R., Dick R.(2012). The effects of vicarious achievement on BIRGing and CORFing: Testing moderating and mediating effects of team identification. Sport Management Review, 15(3), 345-354.
  2. Vale L., Fernandes T.(2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing, 26(1), 37-55.
  3. Van Doorn J., Lemon K.N., Mittal V., Nass S., Pick D., Pirner P., Verhoef P.C.(2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
  4. Vlachos P.A., Theotokis A., Pramatari , Vrechopoulos A.(2010). Consumer-retailer emotional attachment: Some antecedents and the moderating role of attachment anxiety. European Journal of Marketing,44(9/10), 1478-1499.
  5. Wann D.L., Melnick M.J., Pease D.G., Russell G.W. (2001). Sport Fans. American psychological Association. The Psychology and Social Impact of Spectators.
  6. Williams, A.S., Kim, D. Y. & Pantaleoni, A. (2014). The Effect of Cause -Related Marketing (CRM) Messages and Endorsements. Examining Sport Advertisements, Indiana University, Global Sport Business Journal, 34(1) , 49-67
  7. Yoshida M. Jeffrey D., Cronin J. J. (2013). Value creation: assessing the relationships between quality, consumption value and behavioural intentions at sporting events. International Journal of Sports Marketing and Sponsorship, 14(2), 51-73.
  8. Yoshida M., Gordon B., Nakazawa M. Biscaia R.(2014). Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context. Journal of Sport Management, 28(4), 399-417.

Files

History

  • Receive Date: 01 February 2021
  • Revise Date: 26 April 2021
  • Accept Date: 05 May 2021

Share

How to cite

Statistics