Fan engagement behavior : validation of a theory-based scale

Yoshida, Masayuki; Biscaia, Rui; Uhrich, Sebastian; Gordon, Brian S.; Hüttermann, Marcel; Nakazawa, Makoto

doi:10.1123/jsm.2023-0075

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
Title:	Fan engagement behavior : validation of a theory-based scale
Authors:	Yoshida, Masayuki Biscaia, Rui Uhrich, Sebastian Gordon, Brian S. Hüttermann, Marcel Nakazawa, Makoto
et. al:	No
DOI:	10.1123/jsm.2023-0075
Published in:	Journal of Sport Management
Volume(Issue):	38
Issue:	2
Page(s):	133
Pages to:	150
Issue Date:	29-Dec-2023
Publisher / Ed. Institution:	Human Kinetics
ISSN:	0888-4773 1543-270X
Language:	English
Subjects:	Customer engagement; Customer engagement behavior; Spectator sport; Scale development
Subject (DDC):	306.48: Free time and tourism
Abstract:	In this research, we conducted two studies to validate a multidimensional scale of fan engagement behavior. In Study 1, we generated survey items through a systematic review of the relevant literature, collected data from fans of professional baseball (n = 319) and soccer (n = 301), and provided evidence for the construct and concurrent validity of the scale composed of six dimensions. In Study 2, we reassessed construct validity in professional baseball (n = 582) and found that fan engagement behavior was represented by the proposed six dimensions with a final list of 21 items. Further, our predictive analysis throughout a season showed that fan engagement behavior fully mediated the relationship between predictor (team identification and awareness of fan engagement initiatives) and outcome variables (media viewing frequency, attendance frequency, and flourishing). The developed scale advances our understanding of fans’ voluntary actions that are culturally embedded in spectator sport.
URI:	https://digitalcollection.zhaw.ch/handle/11475/30069
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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Yoshida, M., Biscaia, R., Uhrich, S., Gordon, B. S., Hüttermann, M., & Nakazawa, M. (2023). Fan engagement behavior : validation of a theory-based scale. Journal of Sport Management, 38(2), 133–150. https://doi.org/10.1123/jsm.2023-0075

Yoshida, M. et al. (2023) ‘Fan engagement behavior : validation of a theory-based scale’, Journal of Sport Management, 38(2), pp. 133–150. Available at: https://doi.org/10.1123/jsm.2023-0075.

M. Yoshida, R. Biscaia, S. Uhrich, B. S. Gordon, M. Hüttermann, and M. Nakazawa, “Fan engagement behavior : validation of a theory-based scale,” Journal of Sport Management, vol. 38, no. 2, pp. 133–150, Dec. 2023, doi: 10.1123/jsm.2023-0075.

YOSHIDA, Masayuki, Rui BISCAIA, Sebastian UHRICH, Brian S. GORDON, Marcel HÜTTERMANN und Makoto NAKAZAWA, 2023. Fan engagement behavior : validation of a theory-based scale. Journal of Sport Management. 29 Dezember 2023. Bd. 38, Nr. 2, S. 133–150. DOI 10.1123/jsm.2023-0075

Yoshida, Masayuki, Rui Biscaia, Sebastian Uhrich, Brian S. Gordon, Marcel Hüttermann, and Makoto Nakazawa. 2023. “Fan Engagement Behavior : Validation of a Theory-Based Scale.” Journal of Sport Management 38 (2): 133–50. https://doi.org/10.1123/jsm.2023-0075.

Yoshida, Masayuki, et al. “Fan Engagement Behavior : Validation of a Theory-Based Scale.” Journal of Sport Management, vol. 38, no. 2, Dec. 2023, pp. 133–50, https://doi.org/10.1123/jsm.2023-0075.