Studies on Understanding Loyalty Formation in the Sporting Event Context: Identity-based Perspectives
MetadataShow full item record
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.
Lee, Se Eun (2016). Studies on Understanding Loyalty Formation in the Sporting Event Context: Identity-based Perspectives. Doctoral dissertation, Texas A&M University. Available electronically from