Sports Team Brand Commitment: Who Should Hop on the Bandwagon?

Braasch, Cara

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https://hdl.handle.net/2142/99964 Copy

Description

Title

Sports Team Brand Commitment: Who Should Hop on the Bandwagon?

Author(s)

Braasch, Cara

Contributor(s)

Arias, Robert A

Issue Date

2018-04

Keyword(s)

• Marketing and Psychology
• brand commitment
• product value
• luxury consumption
• in-groups
• social identity

Abstract

This research examines the difference in benefits for bandwagon fans and loyal fans when supporting a high-achieving sports team. Information for this project was gathered using a literary analysis of documents from social psychology and marketing fields. To understand the impact fan identification has on consumer benefits, I analyzed the conditions for team commitment development. This is dependent on two factors: value perception and community integration. Bandwagon fans’ short-term commitment is strongly related to conspicuous consumption and context-dependent enhancement value of the product, while loyal fans’ long-term commitment is the result of a self-brand identification and schema-dependent enhancement value of the product. Overall, the instrumental benefits of being a bandwagon fan of a high achieving sports team are not as consistent, as personal, or as strong as the intrinsic benefits that loyal fans experience.

Type of Resource

image

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http://hdl.handle.net/2142/99964

Copyright and License Information

Copyright 2018 Cara Braasch

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