Article2019

The Impact of Self-Continuity on Fans' Pride and Word-of-Mouth Recommendations: The Moderating Effects of Team Performance and Social Responsibility Associations

Mark Jaewon Chang · Daniel P. Connaughton · Ilyoung Ju · Jihye Kim · Joon‐Ho Kang

25 citations0/0 files storedSport Marketing Quarterly

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Sports, Gender, and Society Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

The aim of this study was to examine the effect of self-continuity messages on fans' pride and word-of-mouth recommendations (WOM), and whether messages regarding sport team performance and corporate social responsibility (CSR) can enhance the effect of self-continuity messages. The results indicated that self-continuity can enhance fans' pride, and WOM accordingly and messages evoking self-continuity and CSR could enhance fans' pride and WOM. Additionally the results also indicated that CSR messages can enhance the impact of self-continuity on fans' pride when fans heard that their favorite team's performance is poor. Theoretical and practical implications are discussed..

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References

2001On Happiness and Human Potentials: A Review of Research on Hedonic and Eudaimonic Well-Being 1997The Company and the Product: Corporate Associations and Consumer Product Responses 2011What Makes Online Content Viral?1991Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective 1998Customer Satisfaction and Word of Mouth 2000Getting a life: The emergence of the life story in adolescence.2004Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis 2005The effects of corporate social responsibility and price on consumer responses

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