A model of fan identification: antecedents and sponsorship outcomes

TLDR

The study investigates how fan identification influences sponsor recognition, attitude, patronage, and satisfaction among sports spectators. It models fan identification by examining the predictive roles of prestige, domain involvement, and fan associations. Structural equation modeling reveals that highly identified fans are more likely to exhibit better sponsorship outcomes, and that the antecedents studied predict identification.

Abstract

Abstract This study examines the impact of fan identification on four distinct sponsorship outcomes: sponsor recognition, attitude toward the sponsor, sponsor patronage, and satisfaction with the sponsor. In addition, consistent with the identification literature we investigate the antecedents of prestige, domain involvement, and fan associations for predicting fan identification among sports spectators. Utilizing structural equation modeling the findings support the premise that highly identified fans are more likely to exhibit the investigated sponsorship outcomes. In addition, we found that the investigated antecedents may aid in predicting fan identification. Our findings are discussed, managerial implications presented, and future research directions provided.