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Happiest place(s) on Earth? Investigating the differences (and impact) of fandom and rivalry among fans of sport and Disney’s Theme Parks

Author

Listed:
  • Havard, Cody T.

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

  • Wann, Daniel L.

    (Murray State University, USA)

  • Greive, Frederick G.

    (Western Kentucky University, USA)

  • Collins, Brian

    (University of Central Florida— The Brainstorm Institute, USA)

Abstract

The present study investigated differences in the way fans experience rivalry in sport and popular culture, specifically, Disney Theme Park fandom. The results showed that fans of a sport team identified more with their favourite team and were more negative towards their rival team than were fans of Disney’s Theme Parks towards Disney and Universal (rival theme park of interest). Further, analysis showed that being a fan of both a sport team and Disney’s Theme Parks resulted in more positive perceptions and behaviours towards the rival in both the sport and theme park setting. Implications for practitioners are discussed, along with future areas of inquiry.

Suggested Citation

  • Havard, Cody T. & Wann, Daniel L. & Greive, Frederick G. & Collins, Brian, 2022. "Happiest place(s) on Earth? Investigating the differences (and impact) of fandom and rivalry among fans of sport and Disney’s Theme Parks," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(3), pages 283-292, January.
    • Handle: RePEc:aza:jbs000:y:2022:v:10:i:3:p:283-292
    as

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    More about this item

    Keywords

    rivalry; group behavior; theme parks; themed entertainment; sport; in-group bias; consumer behavior;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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