Brand, Identity and Reputation: Exploring, Creating New Realities ...
Brand, Identity and Reputation: Exploring, Creating New Realities ...
Brand, Identity and Reputation: Exploring, Creating New Realities ...
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Birds of a Feather Consume Sports Together: The Role of Emotion, Family, <strong>and</strong> National <strong>Identity</strong> in Sports Fan<br />
Communities<br />
Geraldine Henderson, The University of Texas at Austin, U.S.A.<br />
Nakeisha S. Ferguson, University of St. Thomas, U.S.A.<br />
Brigitte Balogh, The University of Texas at Austin, U.S.A.<br />
Research has shown that individual <strong>and</strong> communities of consumers can exhibit emotional <strong>and</strong> passionate ties to br<strong>and</strong>s<br />
(Fournier 1998; Muniz <strong>and</strong> O‘Guinn 2001). In this research we investigate these relationships in the realm with respect<br />
to sports team <strong>and</strong> player br<strong>and</strong>s (Gladden <strong>and</strong> Funk 2002; Holt 1995). As such, fans perceive that they have<br />
relationships with either player (individual) br<strong>and</strong>s, the team br<strong>and</strong>, or both. Our research questions are: How do people<br />
develop <strong>and</strong> sustain relationships with sports teams <strong>and</strong>/or players? How is one‘s identity connected to a team or<br />
player‘s identity or performance?<br />
Method<br />
To develop <strong>and</strong> illustrate our theory of the sports br<strong>and</strong> communities, we employed an exploratory research design, <strong>and</strong><br />
collected primary data in the form of depth interviews <strong>and</strong> drew heavily from extant literature. We conducted 51 depth<br />
interviews of sports fans representing multiple countries-of-origin over a two-month period. The coauthors <strong>and</strong> 25<br />
student collaborators (from two different private universities in two different geographic regions of the United States)<br />
identified in multiple ways: some were personal contacts of the interviewers, others were spectators at sporting events,<br />
<strong>and</strong> a few were identified through the Internet.<br />
Informants were from a variety of race/ethnic groups, countries, <strong>and</strong> ages. Race/ethnic groups include Taiwanese,<br />
Mexican, Argentinean, Peruvian Brazilian, African-American, Hispanic, <strong>and</strong> Chinese. Respondents‘ countries-oforigin<br />
include Spain, Nigeria, Bolivia, Philippines, United Kingdom, Korea, Taiwan, China, Brazil, Argentina, Peru,<br />
Japan, <strong>and</strong> the United States. Those of non-American nationality either did not reside in the U.S. at the time of their<br />
interview or had only resided in the U.S. for a short period of time while attending college prior to their interview. The<br />
informants ranged in age from 12-58. Interpretations of emergent themes were derived directly from interview<br />
transcripts, interviewer notes, <strong>and</strong> the extant literature. The themes were independently developed by the co-authors,<br />
<strong>and</strong> while the labels differed, the interpretations overlapped. This consistency in the themes provides confidence in the<br />
―story‖ the data tell. The themes which emerged from our data were: Emotional Connection, Family Connection, <strong>and</strong><br />
National <strong>Identity</strong>. Below, we present you with select quotes from our data within each of these emergent themes to give<br />
you an idea of the direction in which we plan to take our research. We will interweave the data with original texts from<br />
extant literature to make for a rich, interpretive description of the phenomena.<br />
Emotional Connection (Crisp, et al. 2007; Kerr, et al. 2005 ; Wann, et al. 1994).<br />
. . . you have to be very careful, because you are going to wear a jersey <strong>and</strong> . . . the guys . . . from the other team . . . are<br />
going to be like "you are from the other team so we are going to hit you" just because you're wearing the jersey.36 year<br />
old, Brazilian Male<br />
[When I know that my team has won] I try to call the other teams' guy . . . <strong>and</strong> say so our teams played today <strong>and</strong> have<br />
you seen the score or anything? You know, try to make fun of the other guys . . . it is a moment thing, soccer for us.<br />
Like we watch the game then we talk about it, then it is over. Then we are waiting for the next game. But this making<br />
fun thing is pretty common in Brazil, it's pretty common, it's pretty fun. 36 year old, Brazilian Male<br />
Family Connection (Dimmock <strong>and</strong> Grove 2006; Boyle <strong>and</strong> Magnusson 2007; Muniz <strong>and</strong> O‘Guinn 2001)<br />
Well my father likes its <strong>and</strong> when you are young . . . You will watch what your father watches <strong>and</strong> you will sit down<br />
with him <strong>and</strong> you will watch TV with him. 30 year old, Asian Peruvian Male<br />
. . . [I] came out of the womb with a Bolivian national jersey . . . [my] father is a big fan…[it‘s] part of my heritage. 35<br />
year old, Bolivian Male<br />
National <strong>Identity</strong> (Kim <strong>and</strong> Chalip 2004; Trienekens 2002; Batra, et al. 2000).<br />
. . . every two years when the Bolivian national team plays, I schedule my activities around the Latin American games<br />
in hopes that they will win the Americas cup. 35 year old, Bolivian Male<br />
. . . it's too hard to get a Bolivian jersey in the states, however, I drape the Bolivian flag over my shoulders for good<br />
mojo.35 year old, Bolivian Male<br />
So back to the blood thing. See the thing is, we invented the sport for starters <strong>and</strong> with all due respect to Pele <strong>and</strong><br />
Maradona, we have created some of the most amazing footballers the world has <strong>and</strong> will ever see (Bobby Moore,<br />
Charlton, Beckham, Gazza, Keegan,... the list is long). 28 year old, White British Male.<br />
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