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The current study investigated fandom and rivalry towards Disney’s and Universal’s theme parks. In particular, fans of Disney’s theme parks were asked to report their attitudes towards each brand, along with their perceptions and behaviours towards Universal’s theme parks. Results showed that participants reported higher attitudes towards Disney’s theme parks than towards Universal’s theme parks. Further, identification with Disney positively influenced attitudes towards Disney’s theme parks and more support for and likelihood of attending Universal’s theme parks. Identification with Disney, however, also led to more negative impressions of Universal’s fan behaviour and prestige, greater excitement when Disney compares favourably with Universal and a higher likelihood of celebrating a perceived failure by Universal. Finally, participants that reported being fans of both Disney and Universal were more positive with regard to rival perceptions and behaviours. Implications for researchers and practitioners are discussed, along with areas for future study.
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