Theses and Dissertations
Issuing Body
Mississippi State University
Advisor
Lee, Younghan
Committee Member
Love, Adam
Committee Member
Ponder, Nicole
Date of Degree
12-9-2016
Document Type
Graduate Thesis - Open Access
Major
Sports Administration
Degree Name
Master of Science
College
College of Education
Department
Department of Kinesiology
Abstract
The current study explored how fan identification and negative rival perception affect the decision to blast or support the rival in indirect competition in college football. 258 participants (M age=24.15, 51.16% female) responded after being targeted via social media, email, and in person. Fans higher in identification had a more negative rival perception, were more likely to blast the rival, and were less likely to support the rival in indirect competition. A negative rival perception increased blasting and decreased rival support. The results contribute to current literature on rivalry and fan identification and aid marketers in marketing segmentation and targeting new segments to increase viewership and attendance.
URI
https://hdl.handle.net/11668/19921
Recommended Citation
Young, Morgan, "An Analysis of the Relationship between College Football Fans and their Rival Teams" (2016). Theses and Dissertations. 465.
https://scholarsjunction.msstate.edu/td/465