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Female fans’ perceptions of and reactions to rival teams

Author

Listed:
  • Havard, Cody T.

    (Associate Professor of Sport Commerce and Coordinator of Research, Kemmons Wilson School at the University of Memphis, USA)

  • Achen, Rebecca M.

    (Assistant Professor of Sport Management, School of Kinesiology and Recreation at Illinois State University, USA)

  • Ryan, Timothy D.

    (Professor of Sport Commerce in the Kemmons Wilson School, University of Memphis, USA)

Abstract

This paper investigates how female college students in the USA differ in their perceptions and behaviours toward rival schools using a nationwide sample. Preliminary analysis suggests that female fans are more positive than male fans toward their rival schools. The paper also identifies significant differences depending on the school year of the respondent and the competition level of the school attended (eg Power 5 Conference versus non-Power 5 Conference). The discussion focuses on the theoretical and practical implications of the findings and discusses future avenues of investigation.

Suggested Citation

  • Havard, Cody T. & Achen, Rebecca M. & Ryan, Timothy D., 2020. "Female fans’ perceptions of and reactions to rival teams," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 4(2), pages 148-160, May.
    • Handle: RePEc:aza:jcms00:y:2020:v:4:i:2:p:148-160
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    More about this item

    Keywords

    rivalry; in-group bias; out-group derogation; college students; gender; fandom; group behaviour;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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