Bob Heere

Stepping Outside the Lines: Developing a Multi-dimensional Team Identity Scale Based on Social Identity Theory

Within the realm of sport management, team identification, a type of group identity, has been examined as a uni-dimensional construct (Wann & Branscombe, 1993). Research in social psychology, however, has examined group identity as a multi-dimensional concept. The current study examined team identity as a multi-dimensional construct. The TEAM*ID scale was developed based on the work of Ashmore, Deaux, and McLaughlin-Volpe (2004). Initial tests of reliability and validity of the proposed scale were completed based on a pilot study and feedback from an expert panel. Confirmatory factor analysis was performed on data collected from undergraduate students at a large South Eastern university (N=311) to test the group identity constructs. Six dimensions (Public evaluation, Private evaluation, Interconnection of Self, Sense of Interdependence, Behavioural Involvement, and Cognitive Awareness) were retained from the analysis. A comparison of the TEAM*ID scale with a portion of the Collective Self-Esteem Scale (Luhtanen & Crocker, 1992) and a revised version of the Psychological Commitment to Team Scale (Mahony, Madrigal, & Howard, 2000) provided initial evidence of nomological validity.

Identity crisis: a theoretical analysis of ‘team identification’ research

ABSTRACT Research question Existing team identification research uses various definitions, conceptualisations, and theoretical frameworks. In this paper, we provide a theoretical analysis of previous research using the two dominant theoretical approaches: identity theory and the social identity approach. Our primary purpose is to provide a theoretical framework for the on-going study of ‘team’ identification in sport management research. Findings Scholars have used identity theory (role) and the social identity approach (group) in their quest to understand team identification, however, limited attention has been paid to the differences between the two frameworks. We focus on two aspects of role and group identification that epitomise divergence in terms of analytical focus and explanations for behaviour: the basis for identification and salience. Implications The manuscript concludes with three recommendations for future research. First, with the aim of making future research more specific, we recommend the use of fan (spectator) identification in studies using identity theory and team identification (organisation/brand) in studies exploring the influence of group identity. Second, we outline definitions for role (fan) and group (team) identification in sport research. Finally, we reflect on the measurement of team identification.

Ethnic identity over national identity: an alternative approach to measure the effect of the World Cup on social cohesion

ABSTRACT The purpose of this study was to examine whether a mega sport event has the potential to bring the nation together by increasing the importance of national identity and decreasing the importance of ethnic identity on the outcome of social cohesion. Instead of replicating prior work that has performed mean score comparisons of national identity, ethnic identity, and social cohesion before and after a particular event, the authors compared the variance explained (pre vs. post event) to show the aggregate influence of the two identities on social cohesion. By focusing on this reporting method, the subsequent discussion rests entirely on the practical influence of the perceptual changes that resulted from event hosting. Data for this trend analysis were collected from South African residents, pre (Nu2009=u20091749), and post (Nu2009=u20092020) the 2010 FIFA World Cup. Results indicated that while the importance of national identity on social cohesion did not increase, the importance of ethnic identity did decrease strongly, indicating that these mega sports events might cause individuals to forget about their ethnic differences as a result of these events.

The displaced fan: the importance of new media and community identification for maintaining team identity with your hometown team

ABSTRACT Research question: Individuals who move away from their hometowns often remain fans of their hometown teams. In this study, we examine the impact of new media, differences between hometown and current community identification, and the impact of proximity to a National Football League (NFL) market on the team identification of displaced fans. Research methods: To study these questions, an online survey was conducted. The sample included adult Americans (nu2009=u2009347) who identify as fans of their hometown NFL teams and currently live more than 100 miles away from their hometowns. Structural equation modeling, analysis of variance, and analysis of covariance were used to examine the data. Results/findings: Through use of a structural model, we demonstrated that social media, Internet streaming, and hometown identification affected hometown team identification. In addition, mean comparisons demonstrated that fans with higher levels of identification with their hometown communities than their current residences also displayed higher levels of hometown team identification than fans more highly identified with their current residences. Whether an individual moves to another primary NFL market after leaving the hometown was not found to have a statistically significant impact on identification with the hometown team. Implications: Engagement is critical to continued identification amongst sport fans. In this paper, we offer justification for both reaching out to non-local fans and keeping them engaged, and insight into possible avenues for fostering engagement. This may partially explain why professional teams in areas with rapid influxes of residents from other cities struggle to build a highly identified fan base.

Communal Brand Associations as Drivers of Team Identity and Consumer Behavior

ABSTRACT Increasingly, sport management scholars have been examining sport fans and teams through a brand community lens, where fans are viewed as a community of identified consumers. However, there remains a need to further examine the role that sport team brands play in creating a sense of community and the behavioral outcomes this may catalyze. The purpose of this research was twofold: (1) to investigate how communal brand associations influence team identity; and (2) to examine whether team identity mediated the relationship between communal brand associations and behavioral intentions. Utilizing an adapted brand association instrument and multidimensional team identity instrument, we found that communal brand associations significantly influenced team identification. Further, team identity mediated the relationship between communal brand associations and consumer behavior.

Sport Fans and Their Behavior in Fan Communities

Understanding why sport fans socially interact with other fans, participate in team-related discussions, recruit new members, and retain other fans in sport fan communities is a key issue in sport marketing. This conceptual paper suggests that three antecedents (brand equity, consumers’ perceptions of team sponsored fan appreciation events, and perceived rituals and traditions) influence sport consumers’ identification with the fan community that in turn affects four community-related behaviors (fan community engagement, enhanced product use, member responsibility, and positive word-of-mouth). Sport fans will form fan community identification either because of formally organized elements (brand equity and brandfest activities) or because of less formal elements (rituals and traditions). Furthermore, the potential effects of fan community identification on the four community-related behaviors are proposed. Describing a model of fan community identification, the authors develop research propositions regarding the antecedents and consequences of fan community identification.

Sunday afternoon social capital: an ethnographic study of the Southern City Jets Club

ABSTRACT Research question: In this study, the authors use social identity and social capital theories to examine how identity forms within communities of displaced sport fans, and how that sense of identity leads to a manifestation of social capital for the participants. Research methods: To answer this question, the principal investigator conducted an ethnographic study with a fan group, over the course of two NFL (National Football League) seasons. She became a member of a small community of New York Jets fans in the southern US that has met in various sports bars throughout the mid-sized city for two decades. Its members are bound together by shared identity as Jets fans, New Yorkers and as members of the club itself. Results/findings: The authors found that the social identity of group members evolved, shifted and led to the development of social capital. It appeared that when the primary focal point of identity shifted from the Jets to the group itself, social capital would manifest itself, and as a consequence, the group was successful at creating, maintaining and distributing social capital like a large extended family would. Implications: These groups may allow individuals new to a geographic location to integrate into their new communities, making these groups effective producers of both bridging and bonding social capital.