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An analysis of the relationship betw...

Young, Morgan.

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An analysis of the relationship between college football fans and their rival teams.

Record Type:	Electronic resources : Monograph/item
Title/Author:	An analysis of the relationship between college football fans and their rival teams./
Author:	Young, Morgan.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
Description:	73 p.
Notes:	Source: Masters Abstracts International, Volume: 55-06.
Contained By:	Masters Abstracts International55-06(E).
Subject:	Sports Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10141602
ISBN:	9781339969626

An analysis of the relationship between college football fans and their rival teams.
Young, Morgan.

An analysis of the relationship between college football fans and their rival teams. - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 73 p.

Source: Masters Abstracts International, Volume: 55-06.

Thesis (M.S.)--Mississippi State University, 2016.

This item is not available from ProQuest Dissertations & Theses.

The current study explored how fan identification and negative rival perception affect the decision to blast or support the rival in indirect competition in college football. 258 participants (M age=24.15, 51.16% female) responded after being targeted via social media, email, and in person. Fans higher in identification had a more negative rival perception, were more likely to blast the rival, and were less likely to support the rival in indirect competition. A negative rival perception increased blasting and decreased rival support. The results contribute to current literature on rivalry and fan identification and aid marketers in marketing segmentation and targeting new segments to increase viewership and attendance.

ISBN: 9781339969626Subjects--Topical Terms:

2122869
Sports Management.

An analysis of the relationship between college football fans and their rival teams.
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245 1 3 $a An analysis of the relationship between college football fans and their rival teams.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2016
300 $a 73 p.
500 $a Source: Masters Abstracts International, Volume: 55-06.
500 $a Adviser: Younghan Lee.
502 $a Thesis (M.S.)--Mississippi State University, 2016.
506 $a This item is not available from ProQuest Dissertations & Theses.
520 $a The current study explored how fan identification and negative rival perception affect the decision to blast or support the rival in indirect competition in college football. 258 participants (M age=24.15, 51.16% female) responded after being targeted via social media, email, and in person. Fans higher in identification had a more negative rival perception, were more likely to blast the rival, and were less likely to support the rival in indirect competition. A negative rival perception increased blasting and decreased rival support. The results contribute to current literature on rivalry and fan identification and aid marketers in marketing segmentation and targeting new segments to increase viewership and attendance.
590 $a School code: 0132.
650 4 $a Sports Management. $3 2122869
650 4 $a Marketing. $3 536353
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773 0 $t Masters Abstracts International $g 55-06(E).
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793 $a English
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