A Study of Constructing the Brand Love, Followership and Loyalty of Professional Sport Fans

• Main Author: 方佩欣
• Other Authors: 張少熙
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/56418024112583198304

博士 === 國立臺灣師範大學 === 體育學系 === 101 === The purpose of this study was constructing and testing the brand love and followership scales of professional sport fans, and explored the relationships among brand love, followership, and loyalty. This study has two steps: first, collected qualitative data by interviewed 11 sport fans, and extracted the factors of brand love and followership by grounded theory. Besides, modified delphi method was used to revising the scales. Second, after item-analysis, exploratory factor analysis, and confirmatory factor analysis, it showed that these two scales have good reliability and validity. Finally, The 450 samples were collected by questionnaires through purposive sampling targeting spectators of Chinese professional baseball league. Results were as follows: 1) Scale of professional sports fans’ brand love was composed of “product quality” (star player and image of team and enterprise), “passion-driven behaviors” (passionate participation and willingness to invest resources), “existential meaning” (self-identity and memory made), and “emotional connection” (positive emotion, negative emotion, and long-term relationship), 28 items. 2) Scale of professional sports fans’ followership was composed of “behaviors” (active engagement and critical thinking), “capability” (personal conditions and game appreciation), “interaction mentality satisfaction” (self-existential value and emotional attachment), and “excitement” (intrinsic and extrinsic), 28 items. 3) “Age”, “team supporting time” “game watching time” and “team member” were important factors to effecting fans’ brand love, followership, and loyalty. 4) Brand love, followership, and loyalty were positive related. “Long-term relationship” could validly predict 48% of the variance in fans’ loyalty, and “intrinsic rewards” as well. According to the result, it will be helpful to increase stronger fans’ loyalty by intensifying brand love and followership. Even more, in order to enhance fans’ attitudinal and behavioral loyalty, it should pay more attention on fans’ mentality, intensify the interactional relationship between the team and its fans, and improve fans’ intrinsic rewards when they follow their team.