Rebels or Star Fleet? Investigating Rivalry in Sport and Star Wars/Star Trek Fandom

Cody T. Havard (), Daniel L. Wann (), Rhema D. Fuller () and Kimberley Bouchard ()
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Cody T. Havard: The University of Memphis
Daniel L. Wann: Murray State University
Rhema D. Fuller: The University of Memphis
Kimberley Bouchard: Positively Disney Book Series

Chapter Chapter 5 in Rivalry and Group Behavior Among Consumers and Brands, 2021, pp 81-103 from Springer

Abstract: Abstract The current study further investigated rivalry and group behavior by comparing the perceptions and likely behaviors of sport fans regarding their biggest rival teams to that of Star Wars and Star Trek fans. Results showed that sport fandom was correlated with more negativity toward the relevant rival than among science fiction fans. Further, being a fan of both a sport team and a science fiction brand was correlated with more negativity toward the sport rival but more positivity toward the relevant science fiction rival brand. Finally, fans of the Star Wars brand reported greater positivity toward their in-group and more negativity toward the Star Trek brand than the other way around. Discussion focuses on academic and practical implications, along with future avenues of research.

Keywords: Rivalry; Out-group derogation; Sport; Science fiction; Star Wars; Star Trek (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-85245-0_5

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DOI: 10.1007/978-3-030-85245-0_5

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