A Study of Satellite Fans’ Existing Team Identification and Attitudes Toward a New, Local Franchise: A Case Study of UK-Based National Football League Fans

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2022-12-01 DOI:10.32731/smq.314.1222.06

Dan Monaghan, Danial Read

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引用次数: 1

Abstract

Sports teams have become global brands developing strongly identified ‘satellite’ fans who are distant from the team’s local market. There is a paucity of studies examining how satellite fans preemptively perceive the idea of a franchise being established in their local market. Using quantitative and qualitative survey data, the current study examines 597 UK-based, American National Football League fans’ team identification with current franchises and their attitudes toward a hypothetical new London-based franchise. The results of multiple linear regression, chi-square analysis, and thematic analysis indicate (1) team identification strength is significantly predicted by domain identification, years of fandom, vicarious achievement, London game attendance, and team playing style and (2) there is low likelihood that fans would want or support a local franchise. However, identification with London may encourage team-switching and certain fan segments contravened team identification theory expectations. Implications of the findings for marketers strategizing international growth are discussed.

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卫星球迷对现有球队的认同和对新的本土特许经营的态度研究——以英国国家足球联盟球迷为例

运动队已经成为全球品牌，培养了远离球队本土市场的“卫星”粉丝。关于卫星球迷如何先发制人地看待在当地市场建立特许经营权的想法的研究很少。本研究利用定量和定性调查数据，调查了597名英国美国国家橄榄球联盟(American National Football League)球迷对现有球队的认同，以及他们对假设中的伦敦新球队的态度。多元线性回归、卡方分析和主题分析的结果表明:(1)球队识别强度可以通过领域识别、球迷年龄、替代成就、伦敦比赛出席率和球队比赛风格显著预测;(2)球迷想要或支持当地球队的可能性很低。然而，对伦敦的认同可能会鼓励换队，某些球迷群体违背了球队认同理论的预期。研究结果对营销人员制定国际增长战略的意义进行了讨论。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.