The Impact of Self-Continuity on Fans’ Pride and Word-of-Mouth Recommendations: The Moderating Effects of Team Performance and Social Responsibility Associations

The aim of this study was to examine the effect of self-continuity messages on fans' pride and word-of-mouth recommendations (WOM), and whether messages regarding sport team performance and corporate social responsibility (CSR) can enhance the effect of self-continuity messages. The results ind...

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Bibliographic Details
Published in:Sport marketing quarterly 2019-03, Vol.28 (1), p.20-33
Main Authors: Chang, Mark Jaewon, Connaughton, Daniel P, Ju, Ilyoung, Kim, Jihye, Kang, Joon-Ho
Format: Article
Language:English
Subjects:
Analysis
Brand loyalty
Consumer research
Corporate social responsibility
Customer satisfaction
Customers
Emotions
Hypotheses
Identification
Identity
Marketing
Pride
Psychological aspects
Purchase intention
Social aspects
Social networks
Social psychology
Social responsibility
Sports management
Sports spectators
Studies
Teams
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Summary:The aim of this study was to examine the effect of self-continuity messages on fans' pride and word-of-mouth recommendations (WOM), and whether messages regarding sport team performance and corporate social responsibility (CSR) can enhance the effect of self-continuity messages. The results indicated that self-continuity can enhance fans' pride, and WOM accordingly, and messages evoking self-continuity and CSR could enhance fans' pride and WOM. Additionally, the results also indicated that CSR messages can enhance the impact of self-continuity on fans' pride when fans heard that their favorite team's performance is poor. Theoretical and practical implications are discussed.
ISSN:1061-6934
1557-2528
1557-2528
DOI:10.32731/SMQ.281.032019.02