Post on 11-Apr-2017
Investigating Motivation Drivers of Attitudinal and Behavioural Fan
Loyalty in Brazil: Football versus Other Sports
Philip J. Rosenberger III, University of Newcastle (Australia)
Jin Ho Yun, Sung Kyun Kwan University (Republic of Korea)
Mohammad M. Rahman, Shandong University (China)
Soren Kocher, Technischen Universität Dortmund (Germany)
Mauro de Oliveira, University Center of FEI (Brazil)
Cladea, Viña del Mar, Chile 2015
page 2Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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3Introduction
Sports are a fundamental role in the life of Brazilians and are present in the routine of more than 90% of the population, either through their practice, monitoring of TV broadcasts and radio games or going to the stadium.
(MIRANDA, 2013)
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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4Introduction
Football (soccer) is the leading global sport 2009 global revenue of €19.5 bn = 43% of the global market for major sports to $US 35.3 bn (€30 bn) in 2013
Football popularity – 2014 FIFA World Cup in Brazil 3.4 billion people watched the tournament (FIFA, 201)
Professional Football Clubs in Brazil Brazil: 29,208 football clubs and 2.1 million registered players
However, there are other sports besides football followed in Brazil
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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5Fan Loyalty
Loyal consumers exhibit strong, positive attitudes and more intense, frequent behaviours (Jacoby, 1971)
An individual’s sense of connection to a sport team (Reysen & Branscombe, 2010), involving their identification with the team(Hunt et al., 1999)
Loyalty requires an examination beyond behavioural traits (i.e. behavioural loyalty) by involving the attitudinal component of loyalty (e.g. Stevens & Rosenberger, 2012), which reflects the psychological commitment of a fan to a team(e.g. Funk & James, 2001, 2006; Mahony et al., 2000)
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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6Motivation
Motivation refers to an activated state within a person, which represents internal factors that arouse, lead and provoke goal-direct behaviour (Funk, Filo, Beaton & Pritchard 2009; Pritchard, Funk & Alexandris, 2009) such as sports fans watching and attending matches
(Madrigal, 2006; Mahony, Nakazawa, Funk, James & Gladden, 2002; Trail & James, 2001; Wann, 1995)
Motives for attending games are related to fan identification (e.g. Fink, Trail & Anderson, 2002; Trail, Anderson & Fink, 2000; Trail & James, 2001; Wann, 1995)
An individual’s personal characteristics, which include motivations, also shape and exhibit affective states, such as the enjoyment and satisfaction derived from watching a sporting event (e.g. Hung, Lee & Hou, 2011; Madrigal, 1995; Thien & Van Mu, 2012)
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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7Motivation
Key CB driver Multiple dimensions Interest in Team and in Football = the pure
entertainment Socialisation = a fan’s desire to be with other fans Aesthetics = mastery displayed Sport Knowledge = the shared information Vicarious achievement = a sense of personal
achievement when the team performs well Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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Conceptual Model
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
Socialisation
Interest in Team
Vicarious Achievement
Aesthetics
Sport Knowledge
Interest in Sport
BehaviouralLoyalty
Gender
AttitudinalLoyalty
Age
Control variables
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Type of ResearchQuantitave
Research TechniqueSurvey
Data Collection Instrument
On-line questionnaire
Data AnalysisStructural Equation Modeling
(SmartPLS)
Research Method
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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Methodology Multi-item scales used from the literature Online survey Recruitment by website postings and social-media
postings Convenience sample of university undergraduate &
graduate schools
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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Total Sample: 483 valid responses were collected
from Brazil
44%56%
Average age of the sample
22.1 years old
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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Analysis used SmartPLS v3.0 (Ringle, Wende, & Becker, 2015)
The reflective items of all constructs had component loadings > 0.70 benchmark
Composite reliabilities > 0.70 AVE of all constructs > 0.50 The t-values were calculated with the
bootstrapping procedure of 5000 cases, with values > 1.96 benchmark (p < .05)
Analysis
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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Results - Conceptual Model – All Sports
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
Socialisation
Interest in Team
Vicarious Achievement
Aesthetics
Sport Knowledge
Interest in Sport
BehaviouralLoyalty
AttitudinalLoyalty
R2 = .29R2 = .69-.124*
-.033
.243***
.257***
.054
.203***
.199***
.196***
.039
.415***
-.026
.112***
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14Results - Conceptual Model
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
+ p < .10, * p < .05, ** p < .01, *** p < .001 ; ^ Exceeds criterion of .10 ; ns = non -significant ( p > .10); # SmartPLS v3 MGA results reported for Football compared with Fans of Other Sports
Structural Paths Total
Sample (n = 483)
Football (n = 337 )
Other Sports
(n = 146)
Significant Pairwise Differences#
Control variables to Attitudinal Loyalty Age .054+ .075+ .011 N/A Gender -.017 -.02 .012 N/A Control variabl es to Behavioural Loyalty Age -.054 -.041 -.074 N/A Gender -.012 -.011 .185* N/A Interest in Team → Attitudinal Loyalty .199*** .197*** .156 ns Interest in Team → Behavioural Loyalty .054 .023 -.06 ns Socialisation → Attitudinal Loyalty .112** .148** -.018 p = .069 Socialisation → Behavioural Loyalty .203*** .202** .171 ns Aesthetics → Attitudinal Loyalty -.026 -.082+ .239+ p < .05 Aesthetics → Behavioural Loyalty -.124+ -.112 .174 p < .05 Sport Knowledge → Attitudinal Loyalty .196*** .203*** .128 ns Sport Knowledge → Behavioural Loyalty -.033 -.017 -.241+ p = .077 Interest in Sport → Attitudinal Loyalty .039 .038 .055 ns Interest in Sport → Behavioural Loyalty .243** .212** .255 ns Vicarious Achievement → Attitudinal Loyalty .415*** .424*** .350* ns Vicarious Achievement → Behavioural Loyalty .257*** .246** .132 ns R2 of Attitudinal Loyalty .690^ .641 .644 R2 of Behavioural Loyalty .293^ .244 .204
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Conclusions
Results from this study support previous research into the influence of motivations on attitudinal loyalty and behavioural loyalty
the six motivations had strong explanatory effect on attitudinal loyalty, explaining 64% of the variation in attitudinal loyalty for football fans and 64% for fans of other sports.
the six motivations had weaker explanatory effect on behavioural loyalty, explaining 24% of the variation in behavioural loyalty for football fans and 20% for fans of other sports.
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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ConclusionsThe results suggest that similarities and differences exist in the pattern of influence of the motivation drivers for attitudinal and behavioural loyalty across the two fan groups.
Collectively, these findings indicate that fans of both football and other sports in Brazil share some underlying motivational drivers of attitudinal loyalty and behavioural loyalty.
These findings will assist sports-marketing practitioners of sports competing with football to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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17So...
This study has increased our understanding of the motivational drivers of attitudinal loyalty and behavioural loyalty for fans of football and other sports in Brazil.
Practitioners can also use these findings to formulate more effective marketing strategies. Through the improved understanding of sports fans in Brazil that these results contribute to, sports marketers can gain insights that could help in developing and maintaining a stable fan base.
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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A cross-sectional, Brazilian student sample was used.
The results for the non-football fans may have been
attenuated by the diversity of sports, which may have also affected the cross-group comparisons with football fans
Limitations
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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Thank you for your
attention!
Dr. Mauro José de Oliveira Centro Universitário da FEI, São Paulo, Brazil
maurojornalista@fei.edu.br
Dr. Soren KocherTU Dortmund University , Dortmund, Germany
soeren.koecher@tu-dortmund.de
Dr. Philip J. Rosenberger IIINewcastle Business SchoolOurimbah, Australia
philip.rosenbergiii@newcastle.edu.au
Dr. Mohammad M. Rahman Shandong UniversityJinan, P. R. China
mohammad.rahman@sdu.edu.cn
Jin Ho YunSungKyunKwan Graduate School of Business Seoul, Republic of Korea
jin.ho.yun90@gmail.com
Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports
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Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports