Happiest place(s) on Earth? Investigating the differences (and impact) of fandom and rivalry among fans of sport and Disney’s Theme Parks

Cody T. Havard, Daniel L. Wann, Frederick G. Greive and Brian Collins
Additional contact information
Cody T. Havard: Associate Professor of Sport Commerce and Coordinator of Research, Kemmons Wilson School at the University of Memphis, USA
Daniel L. Wann: Murray State University, USA
Frederick G. Greive: Western Kentucky University, USA
Brian Collins: University of Central Florida— The Brainstorm Institute, USA

Journal of Brand Strategy, 2022, vol. 10, issue 3, 283-292

Abstract: The present study investigated differences in the way fans experience rivalry in sport and popular culture, specifically, Disney Theme Park fandom. The results showed that fans of a sport team identified more with their favourite team and were more negative towards their rival team than were fans of Disney’s Theme Parks towards Disney and Universal (rival theme park of interest). Further, analysis showed that being a fan of both a sport team and Disney’s Theme Parks resulted in more positive perceptions and behaviours towards the rival in both the sport and theme park setting. Implications for practitioners are discussed, along with future areas of inquiry.

Keywords: rivalry; group behavior; theme parks; themed entertainment; sport; in-group bias; consumer behavior (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6778/download/ (application/pdf)
https://hstalks.com/article/6778/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2022:v:10:i:3:p:283-292

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().