Doyle, J., Lock, D., Filo, K., Funk, D and Mcdonald, H., 2016. ‘I was there from the start’: The identity maintenance strategies used by fans to combat the threat of losing. Sport Management Review. (In Press)
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Doyle et al. (author copy). I was there from the start.pdf
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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 and favourable status comparisons between members of the in-group.
|Uncontrolled Keywords:||Social identity; identity maintenance; sport fans; social creativity; social mobility|
|Group:||Faculty of Management|
|Deposited By:||Unnamed user with email symplectic@symplectic|
|Deposited On:||29 Apr 2016 13:49|
|Last Modified:||03 Aug 2016 11:12|
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