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

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This article tests a model of fan community identification that includes outcome and moderator variables in the contexts of two major professional sport leagues (soccer and baseball) in Japan.

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16 p.

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Yoshida, Masayuki; Gordon, Brian; Heere, Bob & James, Jeffrey D. 2015.

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This article is part of the collection entitled: UNT Scholarly Works and was provided by UNT College of Business to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 11 times . More information about this article can be viewed below.

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  • © 2015, West Virginia University

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This article tests a model of fan community identification that includes outcome and moderator variables in the contexts of two major professional sport leagues (soccer and baseball) in Japan.

Physical Description

16 p.

Notes

Abstract: Understanding 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.

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  • Sport Marketing Quarterly, 2015. Morgantown, WV: FiT Publishing

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Publication Information

  • Publication Title: Sport Marketing Quarterly
  • Volume: 24
  • Issue: 2
  • Page Start: 105
  • Page End: 119
  • Peer Reviewed: Yes

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UNT Scholarly Works

Materials from the UNT community's research, creative, and scholarly activities and UNT's Open Access Repository. Access to some items in this collection may be restricted.

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  • 2015

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  • Sept. 24, 2018, 1:56 p.m.

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Yoshida, Masayuki; Gordon, Brian; Heere, Bob & James, Jeffrey D. Fan Community Identification: An Empirical Examination of Its Outcomes in Japanese Professional Sport, article, 2015; Morgantown, West Virginia. (digital.library.unt.edu/ark:/67531/metadc1248346/: accessed December 18, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT College of Business.