The effect of self/team follower image congruence on spectator sport consumption behavior and team loyalty
Deutscher übersetzter Titel: | Der Effekt des Selbst/Teamanhängerbildes auf das Sportkonsumverhalten von Zuschauern und die Team Loyalität |
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Autor: | Kwak, Dae Hee; Kang, Joon-Ho |
Erschienen in: | International journal of sport and health science |
Veröffentlicht: | 6 (2008), S. 135-144, Lit. |
Format: | Literatur (SPOLIT) |
Publikationstyp: | Zeitschriftenartikel |
Medienart: | Elektronische Ressource (online) Gedruckte Ressource |
Sprache: | Englisch |
ISSN: | 1880-4012, 0915-3942, 1348-1509 |
DOI: | 10.5432/ijshs.IJSHS20070288 |
Schlagworte: | |
Online Zugang: | |
Erfassungsnummer: | PU200910005246 |
Quelle: | BISp |
Abstract
The purpose of this study was to examine the predictive utility of self-image congruence in spectator sport consumption. Specifically, the effects of self/team follower image congruence (STFIC) were investigated on various types of behavior by spectator-sport consumers and on team loyalty. The theory of self-image congruence posits that consumers make decisions depending on the degree of congruence between their self-image and the perceived stereotypical image of the users of a specific product or brand. Spectators (N=260) at two professional basketball games completed a questionnaire that included STFIC, consumption behavior (i.e., attendance frequency and media consumption) and team loyalty. A set of regression analyses suggested that attendance frequency, media consumption (i.e., watching televised games and visiting teams' Websites), and team loyalty (i.e., re-attend intention, word-of-mouth intention, and ticket-price resistance) were, significantly, functions of STFIC. Study results implicated the significance of self-image congruence in predicting spectators' varying team-relevant consumption behavior and team loyalty. For sport managers, the matching of consumers' self-concept and a team personality could be critical in enhancing attendance and team loyalty. Verf.-Referat