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Female fans’ perceptions of and reactions to rival teams
Journal of Cultural Marketing Strategy,
4
(2),
148-160
(2020)
Abstract
This paper investigates how female college students in the USA differ in their perceptions and behaviours toward rival schools using a nationwide sample. Preliminary analysis suggests that female fans are more positive than male fans toward their rival schools. The paper also identifies significant differences depending on the school year of the respondent and the competition level of the school attended (eg Power 5 Conference versus non-Power 5 Conference). The discussion focuses on the theoretical and practical implications of the findings and discusses future avenues of investigation.
Keywords: rivalry; in-group bias; out-group derogation; college students; gender; fandom; group behaviour
The full article is available to subscribers to the journal.
Author's Biography
Cody T. Havard is Associate Professor of Sport Commerce in the Kemmons Wilson School at The University of Memphis. His research interests involve fan and consumer behaviour, with a specific focus on how fans perceive rival teams.
Rebecca M. Achen is an assistant professor of sport management in the School of Kinesiology and Recreation at Illinois State University. Her research focuses on the effectiveness of social media as a relationship marketing tool in professional sport.
Timothy D. Ryan is Professor of Sport Commerce in the Kemmons Wilson School at The University of Memphis. His research interests include employee and fan satisfaction in sport.
