Identified, but not identical: exploring the influence of collective narcissism in team identification

Ben Larkin, Janet S. Fink and Elizabeth B. Delia

Sport Management Review, 2021, vol. 24, issue 2, 297-321

Abstract: To date, inquiry into team identification has focussed on the implications for consumer behaviour, with relatively limited focus on within group differences of highly identified fans. In the current study, collective narcissism is used to explore attitudinal and behavioural differences among highly identified fans. By interviewing highly identified fans both high and low in collective narcissism, we explore the unique attributes of highly narcissistic fans and how these differ from low narcissistic fans who are equally identified with a team. We find high collective narcissistic fans possess pervasive views that the team is unique, under scrutiny, and harbour beliefs related to within-group exclusivity, whereas low narcissistic fans do not. The findings highlight the need to understand attitudinal and behavioural differences among highly identified fans. Practically, it highlights the importance of increased specificity in market segmentation of team fan bases.Assessing collective narcissism reveals differences among highly identified fans.Perceptions of the team (ingroup) vary by collective narcissism level.High collective narcissists emphasise ingroup uniqueness, scrutiny, and exclusivity.Comparatively, low collective narcissists have more tempered views of the ingroup.

Date: 2021
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DOI: 10.1080/14413523.2021.1880767

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