Let’s settle this on the (online) gridiron: Examining perceptions of rival brands and platforms in gaming and sport

Cody T. Havard, Rhema D. Fuller and Yash Padhye
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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
Rhema D. Fuller: Director of Graduate Studies, Kemmons Wilson School, University of Memphis, USA
Yash Padhye: PhD Candidate, University of Northern Colorado, USA

Journal of Cultural Marketing Strategy, 2021, vol. 6, issue 1, 25-38

Abstract: This study investigates the differences in perceptions of rival brands and outgroup members between fans of sport teams and electronic gaming/e-sports. Using the theoretical underpinnings of social identity theory, rivalry, in-group bias and the common in-group model, the authors compare the influence of setting and belonging to multiple in-groups on fandom and rival perceptions in sport and gaming. The study finds that compared with gaming fans and participants, fans of sport teams tend to report stronger negative perceptions of their rival teams and supporters. The study also finds that being a fan of both a sport team and gaming tends to influence more positive perceptions of rival brands and out-group members than being a fan of sport or gaming only. Finally, gamers that use an online platform report more negative perceptions of console platforms than vice versa, and ethnicity presents interesting influence on gaming participants. Implications for marketing professionals along with avenues for future investigation are also discussed.

Keywords: rivalry; fan and consumer behaviour; out-group derogation; gaming; sport (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2021
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