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    Fan Community Identification: An Empirical Examination of Its Outcomes in Japanese Professional Sport

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    Gordan_2015.pdf (247.1Kb)
    Issue Date
    2015-06
    Author
    Yoshida, Masayuki
    Gordon, Brian S.
    Heere, Bob
    James, Jeffrey D.
    Publisher
    Fitness Information Technology
    Type
    Article
    Article Version
    Scholarly/refereed, publisher version
    Published Version
    http://fitpublishing.com/articles/fan-community-identification-empirical-examination-its-outcomes-japanese-professional-sport
    Rights
    Copyright Fitness Information Technology, A Division of ICPE West Virginia
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    Abstract
    nderstanding why sport fans socially interact with other fans, participate in team-related discussions, recruit new members, and retain membership in sport fan communities is an important issue for sport marketers. In this study, we tested a model of fan community identification that included outcome and moderator variables in the contexts of two major professional sport leagues (soccer and baseball) in Japan. Based on the results, in both settings, fan community identification had positive effects on team brand equity and four fan community-related consequences: fan community engagement, customized product use, member responsibility, and positive word-of-mouth. Furthermore, the impact of team brand equity on positive word-of-mouth was strengthened by consumers' participation in fan loyalty programs. The theoretical model and results add new insights that advance our understanding of fans' collective feelings of friendship and camaraderie in sport fan communities.
    URI
    http://hdl.handle.net/1808/22131
    Collections
    • Health, Sport, and Exercise Sciences Scholarly Works [102]
    Citation
    Yoshida, Masayuki, et al. "Fan community identification: an empirical examination of its outcomes in Japanese professional sport." Sport Marketing Quarterly 24.2 (2015): 105.

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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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