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EMAC 2024 Annual


The Role of Identification in Fan Behaviour – Insights for Professional Sport Clubs
(A2024-118011)

Published: May 28, 2024

AUTHORS

Michael Schade, University of Bremen; Anna Sophie Hollstein, Markstones Institute of Marketing, Branding & Technology, University of Bremen; Daniel von der Wense, University of Bremen; Markstones Institute of Marketing, Branding & Technology; Christopher Kanitz, University of Applied Sciences Upper Austria, School of Business and Management, Study Programme Global Sales and Marketing; Christoph Burmann, University of Bremen

ABSTRACT

Professional sport clubs aim to the acquire new fans and cultivate the loyalty among existing fans. Previous research identified the construct of identification as a relevant antecedent of the behaviour of sport club fans. Identification with a professional sport club contains of three dimensions: sport club brand, fan community, and human brand. The results of an online survey in the context of a professional football club from Germany demonstrate the impact of sport club brand identification on fan behaviour. Both sub-dimensions of fan community identification (identification with hardcore fans and identification with classic fans) positively impact the sport club brand identification and fan behaviour. Human brand identification is distinguished into the sub-dimensions wishful and similarity identification. Only wishful identification exhibits a positive effect on the sport club brand identification, while similarity identification has no impact on any dependent variable.