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Let’s settle this on the (online) gridiron: Examining perceptions of rival brands and platforms in gaming and sport
Journal of Cultural Marketing Strategy,
6
(1),
25-38
(2021)
Abstract
This study investigates the differences in perceptions of rival brands and outgroup members between fans of sport teams and electronic gaming/e-sports. Using the theoretical underpinnings of social identity theory, rivalry, in-group bias and the common in-group model, the authors compare the influence of setting and belonging to multiple in-groups on fandom and rival perceptions in sport and gaming. The study finds that compared with gaming fans and participants, fans of sport teams tend to report stronger negative perceptions of their rival teams and supporters. The study also finds that being a fan of both a sport team and gaming tends to influence more positive perceptions of rival brands and out-group members than being a fan of sport or gaming only. Finally, gamers that use an online platform report more negative perceptions of console platforms than vice versa, and ethnicity presents interesting influence on gaming participants. Implications for marketing professionals along with avenues for future investigation are also discussed.
Keywords: rivalry; fan and consumer behaviour; out-group derogation; gaming; sport
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.
Rhema D. Fuller is an Associate Professor of Sport Commerce and Director of Graduate Studies in the Kemmons Wilson School at the University of Memphis. His primary line of research revolves around the intersection of sport, education and identity.
Yash Padhye graduated with a master’s degree in sport commerce in the Kemmons Wilson School at The University of Memphis. He is now pursuing a doctoral degree at the University of Northern Colorado.
