| Autor: |
Cody T. Havard, Brady White, Richard L. Irwin, Timothy D. Ryan |
| Rok vydání: |
2021 |
| Předmět: |
|
| Zdroj: |
Rivalry and Group Behavior Among Consumers and Brands ISBN: 9783030852443 |
| Popis: |
The current study adds to the literature on rivalry and group member behavior by investigating the phenomenon in sport and electronic gaming. Comparisons were made regarding rival perceptions between fans of sport teams and people that participate in electronic gaming via Playstation or Xbox platforms. Results showed that fans of sport reported more positivity toward their favorite brands than did gamers, and were more negative of their rival teams than were gamers of their rival brands. Further, people who identified as both gamers and fans of sport were less negative toward their rival gaming brand. Finally, gamers using the Playstation platform were more negative toward Xbox than were Xbox users toward Playstation. Discussion focuses on implications and avenues for future inquiry. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
|
