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Relationship between team identification and consumption behaviors: Using a meta-analysis

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posted on 13.05.2022, 11:40 by Hyungil Kwon, Do Young PyunDo Young Pyun, Seunghyun LimSeunghyun Lim

The purpose of this study was to conduct a comprehensive literature review and a meta-analysis on team identification, particularly its relation to two outcome variables: intention to attend games and intention to purchase licensed merchandise. Past literature was searched through several electronic databases, including SPORTDiscus, using relevant keywords. Thirteen studies for team identification and intention to attend sport games and nine studies for team identification and intention to purchase licensed merchandise meeting all selection criteria were identified. A random-effect model was used to conduct a meta-analysis. Funnel plot and Egger's test were conducted to test publication bias, followed by fail-safe N to examine the stability of the estimates. The results showed that the total effect size values for the relationships between team identification and intentions to attend games and to purchase licensed merchandise were 0.39 and 0.42, respectively, which indicates a medium-large effect size. The study confirms the predictive power of team identification when it pertains to sport consumption behaviors and provides insights into practical implications in utilizing team identification as a potential driver of promoting consumer behaviors by the way of achieving marketing objectives.

History

School

  • Sport, Exercise and Health Sciences

Published in

Frontiers in Psychology

Volume

13

Publisher

Frontiers Media

Version

VoR (Version of Record)

Rights holder

© The Authors

Publisher statement

This is an Open Access Article. It is published by Frontiers Media under the Creative Commons Attribution 4.0 International Licence (CC BY 4.0). Full details of this licence are available at: https://creativecommons.org/licenses/by/4.0/

Acceptance date

11/04/2022

Publication date

2022-05-13

Copyright date

2022

eISSN

1664-1078

Language

en

Depositor

Dr Doyoung Pyun. Deposit date: 11 April 2022

Article number

869275