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An Analysis of the Relationship between College Football Fans and their Rival Teams

The current study explored how fan identification and negative rival perception affect the decision to blast or support the rival in indirect competition in college football. 258 participants (M age=24.15, 51.16% female) responded after being targeted via social media, email, and in person. Fans higher in identification had a more negative rival perception, were more likely to blast the rival, and were less likely to support the rival in indirect competition. A negative rival perception increased blasting and decreased rival support. The results contribute to current literature on rivalry and fan identification and aid marketers in marketing segmentation and targeting new segments to increase viewership and attendance.

Identiferoai:union.ndltd.org:MSSTATE/oai:scholarsjunction.msstate.edu:td-1464
Date09 December 2016
CreatorsYoung, Morgan
PublisherScholars Junction
Source SetsMississippi State University
Detected LanguageEnglish
Typetext
Formatapplication/pdf
SourceTheses and Dissertations

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