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

doi:10.32731/SMQ.281.032019.02

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

Integrated Strategic Communication

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Pages (from-to)	20-33
Number of pages	14
Journal	Sport Marketing Quarterly
Volume	28
Issue number	1
DOIs	https://doi.org/10.32731/SMQ.281.032019.02
State	Published - Mar 1 2019

Keywords

Sports teams
Social responsibility of business
Sports spectators
Word-of-mouth communication
Performance
corporate social responsibility
pride
self-continuity
sport team performance association
word-of-mouth

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.32731/SMQ.281.032019.02

Cite this

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

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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author = "Chang, \{Mark Jaewon\} and Connaughton, \{Daniel P.\} and Ilyoung Ju and Jihye Kim and Joon-Ho Kang",

year = "2019",

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doi = "10.32731/SMQ.281.032019.02",

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journal = "Sport Marketing Quarterly",

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T1 - The Impact of Self-Continuity on Fans' Pride and Word-of-Mouth Recommendations

T2 - The Moderating Effects of Team Performance and Social Responsibility Associations.

AU - Chang, Mark Jaewon

AU - Connaughton, Daniel P.

AU - Ju, Ilyoung

AU - Kim, Jihye

AU - Kang, Joon-Ho

PY - 2019/3/1

Y1 - 2019/3/1

N2 - 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.

AB - 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.

KW - Sports teams

KW - Social responsibility of business

KW - Sports spectators

KW - Word-of-mouth communication

KW - Performance

KW - corporate social responsibility

KW - pride

KW - self-continuity

KW - sport team performance association

KW - word-of-mouth

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DO - 10.32731/SMQ.281.032019.02

M3 - Article

SN - 1061-6934

VL - 28

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JO - Sport Marketing Quarterly

JF - Sport Marketing Quarterly

IS - 1

ER -

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

Abstract

Keywords

UN SDGs

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