Abstract
This study aimed to examine the relative effectiveness of team identification and fan community identification on sport fans’ happiness and team brand equity based on cultural differences in individualism and collectivism. For this purpose, two structural equation models were conducted in two cultures, the United States(n=285) and Korea(n=316). The results of this study are as follows. First, team identification had a positive effect on both happiness and team brand equity in two cultures, but was more effective for American fans. Second, fan community identification had a positive effect on both happiness and team brand equity in two cultures, but was more effective for Korean fans. Third, team identification and fan community identification had both direct and indirect effects on team brand equity for Korean fans, while they had only direct effects on it for American fans. These findings provide sport marketers with insight into how they build team identification and fan community identification that foster sport fans’ happiness and team brand equity based on cultural differences.
Published Version
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