‘I was there from the start’: The identity-maintenance strategies used by fans to combat the threat of losing |
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| Institution: | 1. Griffith University, Australia;2. Bournemouth University, UK;3. Temple University, USA;4. Swinburne University, Australia;1. Griffith University, Australia;2. Bournemouth University, UK;3. Temple University, USA;4. Swinburne University, Australia;1. CIAMS, Univ. Paris-Sud, Université Paris-Saclay, 91405 Orsay Cedex, France;2. CIAMS, Université d’Orléans, 45067 Orléans, France;1. Faculty of Business & Law, Swinburne University, John St, Hawthorn, Victoria 3125, Australia;2. Sport & Recreation Management, School of Tourism & Hospitality Management, Temple University, United States;1. School of Business Administration, Peres Academic Center, 10 Shimon Peres Street, Rehovot 7610202, Israel;2. School of Behavioral Sciences, Peres Academic Center, 10 Shimon Peres Street, Rehovot 7610202 Israel, Department of Management, Ben-Gurion University of the Negev, Beer-Sheva, Israel;3. USP Management Ltd., Haveradim Street, Natanya 4265118, Israel;1. Centro Interdisciplinar de Estudo da Performance Humana (CIPER), Faculdade de Motricidade Humana, Universidade de Lisboa, Estrada da Costa, 1495-688 Cruz Quebrada, Portugal;2. School of Kinesiology, Sport Management, University of Minnesota, 218 Cooke Hall, 1900 University Avenue SE, Minneapolis, MN 55455, USA;3. Biwako Seikei Sport College, 1204 Kitahira, Otsu, Shiga 520-0503, Japan;4. Faculdade de Motricidade Humana, Universidade de Lisboa, Estrada da Costa, 1495-688 Cruz Quebrada, Portugal;5. ISPA – Instituto Universitário, Rua Jardim do Tabaco, 34, 1149-041 Lisboa, Portugal |
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| Abstract: | On-field performances are a key, yet uncontrollable, determinant of team identification. In this research, we explore how fans of a new team, with an overwhelming loss to win ratio, maintain a positive social identity. Qualitative data gathered from 20 semi-structured interviews were used to address this research objective. Our findings indicated fans use social creativity and social mobility strategies to help preserve a positive and distinctive group identity. In the absence of success, fans evaluated the group on dimensions that reflected positively on, and emphasised the distinctiveness of, group membership. Fans also sought to increase their status in the group to increase the positivity of this association. We use these findings to extend understanding of social identity theory and provide recommendations for sport organisations with unfavourable performance records. Recommendations are themed around highlighting the unique nature of the group and favourable status comparisons between members of the in-group. |
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| Keywords: | Social identity Identity-maintenance Sport fans Social creativity Social mobility |
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