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25 Cards in this Set
- Front
- Back
Personal commitment and emotional involvement a person has with a sports team
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Fan Identification
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Low Fan Identification
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-Social Fans
-Attend for social aspect, like atmosphere surrounding the game |
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Ex. of Low Fan Identification
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Ex. Going to a college football game to tailgate. Also a Lexington Legends game for the contests between innings.
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Medium Fan Identification
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-Focused Fans
-Identify with specific team/player but for short term |
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Ex. of Medium Fan Identification
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Ex. A Fair Weather Fan
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High Fan Identification
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-Vested Fans
-Long-term commitment; follow loyalty; go to a lot of games; get other people to cheer for team |
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Ways to target market/market segmentation
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Different products market to different groups
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Variables that Influence Fan Identification
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1. Team Characteristics
2. Organizational Characteristics 3. Affiliation Characteristics 4. Activity Characteristics |
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Variables that Influence Fan Identification: Team Characteristics
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Win/lose matter
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Variables that Influence Fan Identification: Organizational Characteristics
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How involved with community off the field
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Variables that Influence Fan Identification: Affiliation Characteristics
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Sense of community
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Variables that Influence Fan Identification: Activity Characteristics
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Behaviors
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BIRGing
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Basking in Reflected Glory
-Publically announcing yourself with a particular team |
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When BIRGing slacks and an example
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-"We" when team is winning and "they" when your team is losing.
-1976 experiment where went to major football schools to do observations on after school wins vs. when the school loses. They saw more BIRGing after a team win than loss. Fans simply liked the school more when their team won and/or they wanted to share in the success. |
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Group ID Web
Left Side = Middle = Right Side = |
Left Side
-Domain Involvement -Group Pef. -Group Member Attendance Middle -Group ID Right Side -Game Attendance -Game Behavior -Licensed Merchandise |
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Domain Individual
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How involved you are
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Group Performance
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How successful the team is
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Group Member Attractiveness
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How desirable the qualities of members are
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The Domain Individual still mattered for the
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Unsuccessful Group ID
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What is a sports marketer to do with Group ID?
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-If you have a successful team, focus on Domain Inv.
-If you have an unsuccessful team, focus on group member attractiveness. ---Ex. Sammy Sosa |
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Sponsorship oriented instead of behaviors web:
Left Side Middle Right Side |
Left Side:
-Perceived Prestige -Domain Inv. -Fan Associations Middle: -Team ID Right Side: -Sponsor Recognition -Attitude Towards Sponsor -Sponsor Patronage -Satisfaction Towards/With Sponsor |
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Higher Perceived Prestige =
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Higher Team ID
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Higher Domain Involvement =
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Higher Team ID
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Higher Fan Associations =
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Higher Team ID
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Look for teams with _________ to market to High ID Fans
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Highly Recognized Ideas
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