The influence of new team entry upon brand switching in the J-League

Saved in:
Bibliographic Details
Title translated into German:Der Einfluss von neuen Mannschaften auf die Wechsel von Marken in der japanischen Profifussball-Liga
Author:Harada, Munehiko; Matsuoka, Hirotaka
Published in:Sport marketing quarterly
Published:8 (1999), 3 , S. 21-30, Lit.
Format: Publications (Database SPOLIT)
Publication Type: Journal article
Media type: Print resource
Online Access:
Identification number:PU199912405210

Author's abstract

The present study (a) explored how brand switching occurs among professional soccer fans under the situation of a new team entry and (b) examined the relationship between brand switching and team identification. This study focused on the behavior of spectators at sampled games held at the home stadiums of the three J-League (Japan Professional Football League) and JFL (Japan Football League) teams located in hometowns in the same region, the Kansai area in Japan. This study chronologically followed changes in the fan behavior during the 1994 and 1995 seasons. A total of two surveys were conducted in the 1994 and 1995 seasons. The numbers of effective respondents were 1,414 (recovery ratio of 99 percent) in the 1994 survey and 2,844 (recovery ratio of 98,5 percent) in the 1995 survey. Analyses were conducted for only those who answered 'Yes' to the question 'Are you rooting for the home team in today's game?' The numbers of persons who answered 'Yes' to this question were 1,201 (85,4 percent of total subjects) in the 1994 survey, and 2,275 (80,0 percent) in the 1995 survey. The respondents filled out a questionnaire eliciting their teamswitching behavior. In addition, the actual attendance at soccer games during 1994 and 1995 was also used in the analyses. To measure team identification, 14 items were selected mostly from 17 items of a group identity scale (Murrell and Dietz, 1992). Two factor analyses of 14 items for both the 1994 and 1995 seasons revealed personal and community factors. The results of the analyses suggested that many fans with weaker team identification, including personal and comunity factors, switched from the existing team to the new teams during the 1994 and 1995 seasons. The detailed results are reported, and implications are discussed. Verf.-Referat