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Sport and Identity Was, to a Great Extent, Influenced by My Personal Interests

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Sport and Identity Was, to a Great Extent, Influenced by My Personal Interests FAN IDENTITY AND IDENTIFICATION DRIVERS - STOKING THE FLAMES OF THE PHOENIX By Markus Rühl A thesis submitted to the Victoria University of Wellington in partial fulfilment of the requirements for the degree of Master of Management Studies Victoria University of Wellington 2010 ABSTRACT ABSTRACT Fans are of highest importance for the financial success of sports clubs (van Leeuwen, Quick, & Daniel, 2002). However, the nature of fandom and the meaning that fans place upon their relationship with a sports club varies and different degrees of fandom exist (Wann & Branscombe, 1990). Whilst much research has been done on the assessment of fan identification, little work has contributed to its practical application. For example, for sport marketers to actively strengthen their fan base, more than a mere assessment of the identification level of their fans is necessary. It is suggested that knowledge about the underlying identification drivers of fans with different identification levels is needed to inform any managerial action. This research aims to enhance understanding about the relationship between the level of fan identification and the drivers of identification, and it does so, via a study of New Zealand‟s only professional football club Wellington Phoenix FC. A cross-sectional convenience sample of 517 Wellington Phoenix fans was surveyed using both online and researcher administered/respondent completed questionnaires. The Sports Spectator Identification Scale (Wann & Branscombe, 1993) was used to measure fan identification, and participants were categorized into five identification levels. Findings show that ten of 16 identification drivers are correlated with the identification level. Of particular interest are findings that indicate a mediating impact of the identification level on specific relationships. For instance, lowly identified fans place a higher relevance on the success of the team, whilst for highly identified fans, success is of lesser relevance. In contrast to that, the sense of belonging created by fellow fans is more important to those who are highly identified. Other drivers such as the general interest in football possess a nearly constant relevance throughout different identification levels. A multivariate factor analysis revealed patterns among identification drivers that suggest fans can be categorized according functional, symbolic and interpersonal constructs that can be described as a live experience factor, an admiration factor and a social network factor. i ABSTRACT Based on these results, fan profiling was undertaken and various marketing implications were discussed. The insights attained allow researchers and marketing practitioners to better understand the relevance of different drivers on the development of fan identification, and to better understand how marketing strategies may promote such higher levels of identification. ii ACKNOWLEDGEMENTS ACKNOWLEDGEMENTS I would like to acknowledge all people involved in the creation of this thesis. Special thanks go to Professor John Davies and Professor John Brocklesby who supported me with their proficient knowledge, enthusiasm, and time in this research. More importantly, both John Davies and John Brocklesby always expressed a high level of interest and care for this project. I would also like to thank all participants for contributing their time and thoughts. Lastly, I would like to thank the administrative team at Victoria Management School, particularly Sophia Lum and Megan Key, for their great support and guidance. iii TABLE OF CONTENTS TABLE OF CONTENTS ABSTRACT ................................................................................................................. i ACKNOWLEDGEMENTS ...................................................................................... iii TABLE OF CONTENTS .......................................................................................... iv LIST OF FIGURES .................................................................................................. xi LIST OF TABLES .................................................................................................. xiii CHAPTER 1: INTRODUCTION ............................................................................. 1 1.1 Personal Motivation ........................................................................................... 1 1.2 Research Background ......................................................................................... 2 1.3 Research Objectives ........................................................................................... 4 1.4 Research Scope................................................................................................... 5 1.5 Outline ................................................................................................................ 6 1.6 Summary ............................................................................................................ 6 CHAPTER 2: LITERATURE REVIEW ................................................................. 7 2.1 The A-League and Wellington Phoenix FC ....................................................... 7 2.2 Fans and Fan Motives......................................................................................... 8 2.2.1 Motives of Attending Sports Events ........................................................................ 8 2.2.2 Degrees of Fandom ............................................................................................... 10 2.2.3 Development of Fan Loyalty ................................................................................. 11 2.2.4 Fan Loyalty in the Context of Franchise Teams ................................................... 12 2.3. Fan Identification ............................................................................................ 13 2.3.1 Personal Identity in Sports ................................................................................... 13 2.3.2 Social Identity in Sports ........................................................................................ 14 2.3.3 Image Management of Fans ................................................................................. 16 2.3.4 Fan Identification Drivers .................................................................................... 18 2.4. Fan Identification from a Sports Marketing Perspective ................................. 20 iv TABLE OF CONTENTS 2.4.1 The Value of Fan Identification for Sports Organizations ................................... 20 2.4.2 Fan Marketing Strategies ..................................................................................... 22 2.5 Theoretical Framework .................................................................................... 24 2.6 Summary .......................................................................................................... 28 CHAPTER 3: METHODOLOGY .......................................................................... 29 3.1 Research Objectives ......................................................................................... 29 3.1.1 Overview of Sample Characteristics ..................................................................... 29 3.1.2 Fan Identification ................................................................................................. 29 3.1.3 Fan Analysis ......................................................................................................... 30 3.1.4 Fan Identification Drivers .................................................................................... 30 3.1.5 Marketing Implications ......................................................................................... 30 3.2 Research Hypotheses ........................................................................................ 31 3.3 Research Philosophy ........................................................................................ 32 3.4 Research Approach........................................................................................... 33 3.4.1 Questionnaire ....................................................................................................... 33 3.4.2 Research Design ................................................................................................... 34 3.4.3 Sample ................................................................................................................... 36 3.4.4 Ethical Considerations ......................................................................................... 37 3.5 Data Analysis ................................................................................................... 37 3.6 Reliability, Validity & Generalizability ........................................................... 38 3.6.1 Reliability .............................................................................................................. 38 3.6.2 Validity .................................................................................................................. 39 3.6.3 Generalizability .................................................................................................... 40 3.7 Limitations of the Methodology ....................................................................... 41 3.8 Summary .......................................................................................................... 42 CHAPTER 4: DATA ANALYSIS AND RESULTS ............................................. 43 4.1 Sample Characteristics
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