Sport Team-Endorsed Brands on Facebook: Effects of Game Outcome (Win/Loss), Location (Home/Away) and Team Identification on Fans’ Brand Evaluations

Accepted for publication in Online Information Review. doi: 10.1108/OIR-11-2016-0317

Abstract: Purpose – Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification.
Design/methodology/approach – A two (win/loss) by two (home/away) full-factorial between-subjects experiment was conducted during the US National Collegiate Athletic Association (NCAA) football season over a four-month period. Participants (n.338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping mediation methods.
Findings – Results revealed a significant main effect for game outcome (win/loss), and a significant interaction effect between game outcome (win/loss) and game location (home/away). Team identification also mediated between game outcome (win/loss) and game location (home/away) to influence brand attitude, but not purchase intention.

Joe Phua 

Related Research


Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands

Abstract: Through 2 studies, this research examined consumer responses to empowerment hashtags in social media-based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes towards empowerment campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitudes toward the hashtags. […]

Taeyeon KimJoe Phua
read more
The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats

Abstract: Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that are important for understanding users’ psychological responses. Research across various covert advertising formats including various forms of sponsored editorial content, other native advertising formats, and product placement […]

Nathaniel J. EvansBartosz Wojdynski
read more