Examining Differences among Primary and Secondary Rivals: Are Fan Perceptions, Behavioral, and Consumption Intentions Influenced by Degree of Rivalry?
Abstract
The current study investigated how the relevance of a rival influences perceptions and behavioral intentions toward the rival and favorite team. In particular, fans of intercollegiate athletics reported their (1) perceptions of a rival team, (2) willingness to consider committing anonymous acts of aggression toward rival participants and fans, and (3) likelihood to consume their favorite team when playing either a primary and secondary rival team. Results indicated that fans were less likely to support their primary rival when playing another team than when their secondary rival was playing another team, believed fans of the primary rival team behaved more poorly than fans of the secondary rival, and experience more satisfaction when their favorite team defeated the primary rival than the secondary rival. Additionally, fans were more willing to consider committing anonymous acts of aggression toward participants and fans of the primary rival than the secondary rival, and were more likely to wear favorite team merchandise and read about the favorite team when they played a primary rival compared to a secondary rival. Discussion focuses on implications and applications for marketing practitioners.All manuscripts accepted for publication will be copyright of the Journal of Applied Marketing Theory when published. Upon submission, the Journal of Applied Marketing Theory retains the right to be the sole publisher of the manuscript unless the submitted manuscript is rejected or withdrawn by the author prior to publication. All authors of a manuscript must ensure that works of others are properly referenced and cited. The Journal of Applied Marketing Theory takes no responsibility for failure of authors of the submission to properly reference and cite works of others. All authors of manuscripts are liable for violations of copyrights of other works. Other works include books, articles, websites, and any other works used in the preparation of manuscripts. Authors must also ensure that the use of any video, audio, radio, television, Internet, or other media sources or unpublished papers are properly cited in accordance with the copyright laws. Authors agree that any violation of copyright of cited and non cited sources listed above will be the responsibility of the authors and not the Journal of Applied Marketing Theory. Author(s) agree to hold the Journal of Applied Marketing Theory harmless for copyright violations.