Marshall Digital Scholar

Title

An Examination of Motivation and Identification of Football Fans

Authors

Jennifer Y. Mak, Marshall UniversityFollow
Carina King
Jinmoo Heo

Document Type

Article

Publication Date

3-2017

Abstract

This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.

Comments

Copyright © Journal of Applied Marketing Theory 2018. All Rights Reserved.

Recommended Citation

Mak, Jennifer; King, Carina; and Heo, Jinmoo. (2018). An Examination of Motivation and Identification of Football Fans. Journal of Applied Marketing Theory. 8(1), 21-27.