The effect of message framing and team identification on sport consumption: A regulatory focus perspective

Skyler King and Ismail Karabas

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 3, 282-297

Abstract: Fan engagement is a key factor in the success of sports teams. While fans with strong team identification often demonstrate high levels of engagement, involving fans with lower levels of identification remains a challenge that has received limited attention in the literature. Understanding how to engage these fans effectively is critical for expanding a team’s fan base and boosting its overall reach. Building on regulatory focus theory, this study tests the interaction of message framing (promotion vs. prevention) and team identification on sport consumption intentions through positive and negative affects. The results of the experiment on Prolific (N = 294) reveal fans with low (vs. high) identification respond more favorably to a promotion framed marketing message, because the message induces positive affect. In addition, lowly identified fans respond less favorably to a prevention framed marketing message, because the message induces negative affect. This work contributes to the literature on regulatory focus and team identification and offers novel practical insights for sports marketing professionals.

Date: 2025
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DOI: 10.1080/21639159.2025.2501038

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