Studies on Understanding Loyalty Formation in the Sporting Event Context: Identity-based Perspectives

Abstract

This cross-disciplinary study examines fan loyalty, motivation, and relationships with university athletic teams via a literature review and three separate SEM-based hypothesis-testing models, each of which includes theoretical investigations and action-oriented conclusions. The studies posit that identity orientations such as social in-groups on campus are drivers of fandom. Being in-group situates potential fans as individuals who can most easily overcome constraints to leisure activities involved in fandom experiences. The overcoming of such constraints leads to enhanced in-group activities and experiences and eventually loyalty formation. The outlier constraints that could lead to a lack of fandom are primarily intrapersonal (e.g. certain demographic groups) and structural constraints (e.g. a lack of funds or physical ability). The study is action-oriented in that recommendations include that university athletics can leverage the results to increase fandom on campus by removing primary structural and intrapersonal constraints as possible for specific demographic groups.