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

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...

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Bibliographic Details
Published in:Journal of brand strategy 2022-01, Vol.10 (3), p.283-292
Main Authors: Havard, Cody T., Greive, Frederick G., Collins, Brian, Wann, Daniel L.
Format: Article
Language:English
Online Access:Get full text
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Summary: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.
ISSN:2045-855X
2045-8568
2045-8568
DOI:10.69554/TQGA5595