Identification with team as a predictor of buying behaviours amongst South African Premier Soccer League (PSL) fans

Abstract

Sport fan consumer spend has traditionally been largely influenced by the level of identity with team that individuals experience. This being said, no empirical work was found to directly relate these concepts. Based on the customer engagement (CE) - and social identity theories, this research evaluated the role of identity with team as a predictor of positive buying behaviours amongst sport fans. The study included 735 adult fans of teams in the Professional Soccer League (PSL), South Africa's foremost commercial football league. A cross-sectional research design was implemented through self-report measures that participants were requested to complete. Statistical analysis through structural equation modelling was utilised to assess the postulated measurement models and to scrutinise the anticipated structural paths between the variables. Indirect effects were evaluated through mediation techniques. Results revealed a direct association between identity with team and fan engagement and specified fan engagement as an activator of the identity experience into buying behaviour. Findings are discussed and recommendations made.