The mascot that wouldn’t die : a case study of fan identification and mascot loyalty
Gespeichert in:
| Deutscher übersetzter Titel: | Das Maskottchen, das nicht sterben wollte : eine Fallstudie zu Fanidentifikation und Maskottchen-Loyalität |
|---|---|
| Autor: | Schultz, Brad; Sheffer, Mary Lou |
| Erschienen in: | Sport in society |
| Veröffentlicht: | 21 (2018), 3, S. 482-496, Lit. |
| Format: | Literatur (SPOLIT) |
| Publikationstyp: | Zeitschriftenartikel |
| Medienart: | Elektronische Ressource (online) Gedruckte Ressource |
| Sprache: | Englisch |
| ISSN: | 1743-0437, 1743-0445, 1461-0981 |
| DOI: | 10.1080/17430437.2017.1346622 |
| Schlagworte: | |
| Online Zugang: | |
| Erfassungsnummer: | PU201806004245 |
| Quelle: | BISp |
Abstract des Autors
The issue of sports mascot loyalty, especially to those mascots considered offensive, was investigated through fan identification theory, and applied to the mascot controversy at a large university in the United States. Replicating a previous university survey on the mascot question, a survey of current university students (N = 3616) revealed a strong relationship between mascot loyalty and fan identification, particularly related to one’s perceptions of ‘belonging to the university sports family’, and ‘associating with sports fans’ of the university. Other important findings include age differences and the marginalization of Asian-American fans. The implications and applications of these findings were discussed.