Investigating Motivation Drives of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports - Clade 2015

Investigating Motivation Drivers of Attitudinal and Behavioural Fan

Loyalty in Brazil: Football versus Other Sports

Philip J. Rosenberger III, University of Newcastle (Australia)

Jin Ho Yun, Sung Kyun Kwan University (Republic of Korea)

Mohammad M. Rahman, Shandong University (China)

Soren Kocher, Technischen Universität Dortmund (Germany)

Mauro de Oliveira, University Center of FEI (Brazil)

Cladea, Viña del Mar, Chile 2015

page 2Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports

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3Introduction

Sports are a fundamental role in the life of Brazilians and are present in the routine of more than 90% of the population, either through their practice, monitoring of TV broadcasts and radio games or going to the stadium.

(MIRANDA, 2013)

Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports

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4Introduction

Football (soccer) is the leading global sport 2009 global revenue of €19.5 bn = 43% of the global market for major sports to $US 35.3 bn (€30 bn) in 2013

Football popularity – 2014 FIFA World Cup in Brazil 3.4 billion people watched the tournament (FIFA, 201)

Professional Football Clubs in Brazil Brazil: 29,208 football clubs and 2.1 million registered players

However, there are other sports besides football followed in Brazil


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5Fan Loyalty

Loyal consumers exhibit strong, positive attitudes and more intense, frequent behaviours (Jacoby, 1971)

An individual’s sense of connection to a sport team (Reysen & Branscombe, 2010), involving their identification with the team(Hunt et al., 1999)

Loyalty requires an examination beyond behavioural traits (i.e. behavioural loyalty) by involving the attitudinal component of loyalty (e.g. Stevens & Rosenberger, 2012), which reflects the psychological commitment of a fan to a team(e.g. Funk & James, 2001, 2006; Mahony et al., 2000)


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6Motivation

Motivation refers to an activated state within a person, which represents internal factors that arouse, lead and provoke goal-direct behaviour (Funk, Filo, Beaton & Pritchard 2009; Pritchard, Funk & Alexandris, 2009) such as sports fans watching and attending matches

(Madrigal, 2006; Mahony, Nakazawa, Funk, James & Gladden, 2002; Trail & James, 2001; Wann, 1995)

Motives for attending games are related to fan identification (e.g. Fink, Trail & Anderson, 2002; Trail, Anderson & Fink, 2000; Trail & James, 2001; Wann, 1995)

An individual’s personal characteristics, which include motivations, also shape and exhibit affective states, such as the enjoyment and satisfaction derived from watching a sporting event (e.g. Hung, Lee & Hou, 2011; Madrigal, 1995; Thien & Van Mu, 2012)


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7Motivation

Key CB driver Multiple dimensions Interest in Team and in Football = the pure

entertainment Socialisation = a fan’s desire to be with other fans Aesthetics = mastery displayed Sport Knowledge = the shared information Vicarious achievement = a sense of personal

achievement when the team performs well Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports

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Conceptual Model


Socialisation

Interest in Team

Vicarious Achievement

Aesthetics

Sport Knowledge

Interest in Sport

BehaviouralLoyalty

Gender

AttitudinalLoyalty

Age

Control variables

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Type of ResearchQuantitave

Research TechniqueSurvey

Data Collection Instrument

On-line questionnaire

Data AnalysisStructural Equation Modeling

(SmartPLS)

Research Method


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Methodology Multi-item scales used from the literature Online survey Recruitment by website postings and social-media

postings Convenience sample of university undergraduate &

graduate schools


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Total Sample: 483 valid responses were collected

from Brazil

44%56%

Average age of the sample

22.1 years old


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Analysis used SmartPLS v3.0 (Ringle, Wende, & Becker, 2015)

The reflective items of all constructs had component loadings > 0.70 benchmark

Composite reliabilities > 0.70 AVE of all constructs > 0.50 The t-values were calculated with the

bootstrapping procedure of 5000 cases, with values > 1.96 benchmark (p < .05)

Analysis


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Results - Conceptual Model – All Sports


Socialisation

Interest in Team

Vicarious Achievement

Aesthetics

Sport Knowledge

Interest in Sport

BehaviouralLoyalty

AttitudinalLoyalty

R2 = .29R2 = .69-.124*

-.033

.243***

.257***

.054

.203***

.199***

.196***

.039

.415***

-.026

.112***

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14Results - Conceptual Model


+ p < .10, * p < .05, ** p < .01, *** p < .001 ; ^ Exceeds criterion of .10 ; ns = non -significant ( p > .10); # SmartPLS v3 MGA results reported for Football compared with Fans of Other Sports

Structural Paths Total

Sample (n = 483)

Football (n = 337 )

Other Sports

(n = 146)

Significant Pairwise Differences#

Control variables to Attitudinal Loyalty Age .054+ .075+ .011 N/A Gender -.017 -.02 .012 N/A Control variabl es to Behavioural Loyalty Age -.054 -.041 -.074 N/A Gender -.012 -.011 .185* N/A Interest in Team → Attitudinal Loyalty .199*** .197*** .156 ns Interest in Team → Behavioural Loyalty .054 .023 -.06 ns Socialisation → Attitudinal Loyalty .112** .148** -.018 p = .069 Socialisation → Behavioural Loyalty .203*** .202** .171 ns Aesthetics → Attitudinal Loyalty -.026 -.082+ .239+ p < .05 Aesthetics → Behavioural Loyalty -.124+ -.112 .174 p < .05 Sport Knowledge → Attitudinal Loyalty .196*** .203*** .128 ns Sport Knowledge → Behavioural Loyalty -.033 -.017 -.241+ p = .077 Interest in Sport → Attitudinal Loyalty .039 .038 .055 ns Interest in Sport → Behavioural Loyalty .243** .212** .255 ns Vicarious Achievement → Attitudinal Loyalty .415*** .424*** .350* ns Vicarious Achievement → Behavioural Loyalty .257*** .246** .132 ns R2 of Attitudinal Loyalty .690^ .641 .644 R2 of Behavioural Loyalty .293^ .244 .204

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Conclusions

Results from this study support previous research into the influence of motivations on attitudinal loyalty and behavioural loyalty

the six motivations had strong explanatory effect on attitudinal loyalty, explaining 64% of the variation in attitudinal loyalty for football fans and 64% for fans of other sports.

the six motivations had weaker explanatory effect on behavioural loyalty, explaining 24% of the variation in behavioural loyalty for football fans and 20% for fans of other sports.


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ConclusionsThe results suggest that similarities and differences exist in the pattern of influence of the motivation drivers for attitudinal and behavioural loyalty across the two fan groups.

Collectively, these findings indicate that fans of both football and other sports in Brazil share some underlying motivational drivers of attitudinal loyalty and behavioural loyalty.

These findings will assist sports-marketing practitioners of sports competing with football to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.


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17So...

This study has increased our understanding of the motivational drivers of attitudinal loyalty and behavioural loyalty for fans of football and other sports in Brazil.

Practitioners can also use these findings to formulate more effective marketing strategies. Through the improved understanding of sports fans in Brazil that these results contribute to, sports marketers can gain insights that could help in developing and maintaining a stable fan base.


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A cross-sectional, Brazilian student sample was used.

The results for the non-football fans may have been

attenuated by the diversity of sports, which may have also affected the cross-group comparisons with football fans

Limitations


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Thank you for your

attention!

Dr. Mauro José de Oliveira Centro Universitário da FEI, São Paulo, Brazil

[email protected]

Dr. Soren KocherTU Dortmund University , Dortmund, Germany

[email protected]

Dr. Philip J. Rosenberger IIINewcastle Business SchoolOurimbah, Australia

[email protected]

Dr. Mohammad M. Rahman Shandong UniversityJinan, P. R. China

[email protected]

Jin Ho YunSungKyunKwan Graduate School of Business Seoul, Republic of Korea

[email protected]


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