Affinity and Affiliation: The Dual-Carriage Way to Team Identification

Authors

Mark P. Pritchard, Central Washington UniversityFollow
Jeffrey L. Stinson, Central Washington UniversityFollow
Elizabeth Patton, Arizona State University

Department or Administrative Unit

Management

Document Type

Article

Author Copyright

Copyright © 2010 West Virginia University

Publication Date

6-2010

Journal

Sport Marketing Quarterly

Abstract

The article investigates the significance of affinity and affiliation in fan determination with a sports team. The study examines the association of team affinity and organizational affiliation in the establishment of student identification with an intercollegiate football team. It shows the stronger role of affiliation in college sports. It notes that fan intentions to attend games is attributed to team determination. It suggests that there are some common processes at work and that developed attachment may not be wise. The effects for practice and future research are also discussed.

Comments

This article was originally published in the journal Sport Marketing Quarterly. The full-text article from the publisher can be found here.

Recommended Citation

Pritchard, M.P., Stinson, J. & Patton, E. (2010). Affinity and affiliation: The dual-carriage way to team identification. Sport Marketing Quarterly 19(2), 67-77.