Divided Loyalty? An Analysis of Fantasy Football Involvement and Fan Loyalty to Individual National Football League (NFL) Teams

Brendan Dwyer

91 citations0/0 files storedJournal of Sport Management

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Sports, Gender, and Society Consumer Behavior in Brand Consumption and Identification Sports Analytics and Performance

Abstract

Fantasy football participation is an extremely-popular, yet unique online activity that combines traditional sport fandom with interactive components to enhance a fan’s overall sport experience. The player-specific concentration of the game, however, has the potential to alter traditional team-focused loyalties that have driven sport consumer behavior inquiry for decades. Due to this intriguing circumstance, this study investigated the relationship between fantasy football involvement and traditional NFL fan loyalty. In addition, given the varying levels of fantasy participation, this study examined factors that predict differing levels of involvement among fantasy owners. The results suggest a positive relationship between involvement and attitudinal loyalty and a nonstandard relationship between a highly-involved fantasy football participant’s attitudes and behaviors, especially with regard to team loyalty. Discussed are the theoretical repercussions of this conceptual disconnect, the potential for future research, and practical implications for the future marketing of individual teams, leagues, and fantasy-related applications.

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References

2007Mail and internet surveys : the tailored design method 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1985Measuring the Involvement Construct 2004Should We Trust Web-Based Studies? A Comparative Analysis of Six Preconceptions About Internet Questionnaires.1981Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change 1994The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising 1978Brand Loyalty: Measurement and Management 1976A Two-Dimensional Concept of Brand Loyalty

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