Reinvestigating the Impact of Conference Realignment on Rivalry in Intercollegiate Athletics

Authors

  • Cody T. Havard The University of Memphis
  • Daniel L. Wann Murray State University
  • Timothy D. Ryan The University of Memphis

DOI:

https://doi.org/10.18666/JASM-2017-V9-I2-8029

Keywords:

Rivalry, fan rival perceptions, fan behavior, anonymous aggression, conference realignment

Abstract

The current study investigated the influence of a U.S. intercollegiate team competing in a new conference for multiple seasons on fan perceptions of rival teams and likelihood of considering anonymous aggression toward rival teams. Fans of teams that changed conferences during conference realignment reserved stronger negative perceptions of the former rival on factors involving on-field competition and stronger negative perceptions of the current rival on factors involving off-field competition. Additionally, fans were more likely to consider committing anonymous acts of aggression against the former rival team than the current rival team. Implications and directions for future study are discussed.Subscribe to JASM

Author Biographies

Cody T. Havard, The University of Memphis

Cody T. Havard is an assistant professor in Sport Commerce in the Kemmons Wilson School of Hospitality and Resort Management at The University of Memphis. His research interests involve fan and consumer behavior, with a specific focus on how fans perceive rival teams.

Daniel L. Wann, Murray State University

Daniel L. Wann is a professor of psychology at Murray State University.  His research interests include the causes and consequences of sport team identification.

Timothy D. Ryan, The University of Memphis

Timothy D. Ryan is an associate professor in Sport Commerce in the Kemmons Wilson School of Hospitality and Resort Management at The University of Memphis.  His research interests include employee and fan satisfaction.

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Published

2017-03-28

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Section

Articles