The effect of identification with a sports team and its performance on the willingness of fans to pay for team products

Zeev Shtudiner, Gilad Tohar and Jeffrey Kantor

Managerial and Decision Economics, 2022, vol. 43, issue 3, 607-615

Abstract: The current research tests the effect of the psychological connection between sport fans and their favorite team. The results indicate that both the degree of identification and the perceived performance of the team affect the consumption behavior of the fans in the case of consumption of all goods and services. The degree of identification weakens the relationship between the team's performance and the predicted amount of money that the fans will spend in the coming season. The findings indicate that the development of identification and the connection among potential fans will have a significant benefit for managers.

Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.1002/mde.3405

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:wly:mgtdec:v:43:y:2022:i:3:p:607-615

Access Statistics for this article

Managerial and Decision Economics is currently edited by Antony Dnes

More articles in Managerial and Decision Economics from John Wiley & Sons, Ltd.
Bibliographic data for series maintained by Wiley Content Delivery ().