Walk in Someone Else’s Shoes: Fan Group Behavior and Rivalry in Sport and Athletic Footwear Brands

Havard Cody T. (), Reams Lamar and Hutchinson Michael
Additional contact information
Havard Cody T.: The University of Memphis, Memphis, USA
Reams Lamar: Old Dominion University, Norfolk, USA
Hutchinson Michael: The University of Memphis, Memphis, USA

Review of Marketing Science, 2023, vol. 21, issue 1, 17-33

Abstract: The current study investigated how sport fans and those of popular athletic footwear brands Nike and Adidas perceived and behaved toward their favorite and relevant rival brands. First, sport fans were compared with fans of athletic footwear brands to determine if differences were present in their favorite and rival brand perceptions. Sport fans reported higher identity toward their favorite brand, and more derogation toward a rival team than fans of the Nike and Adidas athletic footwear brands. Analysis also revealed that identifying as a fan of both sport and athletic footwear was associated with more positive attitudes directed at the favored footwear brand, while fans of Nike and Adidas did not differ in how they viewed their favorite and rival athletic footwear brands. Discussion and implications for researchers and marketing professionals is included, along with avenues for future research.

Keywords: rivalry; group behavior; consumer behavior; consumer perception; out-group derogation (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/roms-2022-0089 (text/html)
For access to full text, subscription to the journal or payment for the individual article is required.

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:bpj:revmkt:v:21:y:2023:i:1:p:17-33:n:6

Ordering information: This journal article can be ordered from
https://www.degruyter.com/journal/key/roms/html

DOI: 10.1515/roms-2022-0089

Access Statistics for this article

Review of Marketing Science is currently edited by Ram C. Rao

More articles in Review of Marketing Science from De Gruyter
Bibliographic data for series maintained by Peter Golla ().