Female fans’ perceptions of and reactions to rival teams

Cody T. Havard, Rebecca M. Achen and Timothy D. Ryan
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Cody T. Havard: Associate Professor of Sport Commerce and Coordinator of Research, Kemmons Wilson School at the University of Memphis, USA
Rebecca M. Achen: Assistant Professor of Sport Management, School of Kinesiology and Recreation at Illinois State University, USA
Timothy D. Ryan: Professor of Sport Commerce in the Kemmons Wilson School, University of Memphis, USA

Journal of Cultural Marketing Strategy, 2020, vol. 4, issue 2, 148-160

Abstract: This paper investigates how female college students in the USA differ in their perceptions and behaviours toward rival schools using a nationwide sample. Preliminary analysis suggests that female fans are more positive than male fans toward their rival schools. The paper also identifies significant differences depending on the school year of the respondent and the competition level of the school attended (eg Power 5 Conference versus non-Power 5 Conference). The discussion focuses on the theoretical and practical implications of the findings and discusses future avenues of investigation.

Keywords: rivalry; in-group bias; out-group derogation; college students; gender; fandom; group behaviour (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2020:v:4:i:2:p:148-160

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