Which one is your? Supraordinate identity around the classic match
Fecha
2024
Tipo
artículo original
Autores
Navarro Picado, José Francisco
Torres Moraga, Eduardo I.
Dos Santos, Manuel Alonso
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Objetivo: El artículo analiza en qué medida la identidad supraordinada que constituye el partido clásico influye en la intención de consumo de productos mediáticos y mercadería oficiales en los aficionados, a través de una mediación de justificabilidad, al tiempo que evalúa un efecto de moderación que una amenaza a la identidad tiene sobre el modelo propuesto.
Método: El fenómeno se probó mediante modelos de ecuaciones estructurales en una muestra de 439 fans. Los participantes son aficionados de ambos clubes que juegan el partido Clásico de su liga y fueron asignados aleatoriamente a una circunstancia de amenaza o una situación de control para probar el efecto de moderación de la amenaza de identidad.
Resultados: Los hallazgos sugieren que esta identidad supraordinada tiene un impacto positivo en las intenciones de consumo de medios y mercancías, mientras que la legitimidad y la permeabilidad pronostican su existencia. Estos resultados sostienen que los aficionados de ambos equipos experimentan una amenaza a su identidad tanto cuando su club está bajo amenaza como cuando su rival lo está.
Conclusión: Este es el primer artículo que examina una identidad supraordinada fabricada por rivalidades, lo cual es contrario a la intuición, y cómo estos individuos experimentan una amenaza a su identidad cuando su rival está en riesgo. El Clásico denota un importante instrumento de marketing, donde ligas y clubes pueden desarrollar historias y rivalidades para atraer audiencias más amplias.
Objective: The article analyzes up to what extent the supraordinate identity made up by the classic match, influences fans’ consumption intention of media and official merchandise, through a justifiability mediation, while assessing a moderation effect that an identity threat has on the proposed model. Method: The phenomenon was tested through structural equation modeling on a 439 fanbase sample. Participants are fans from both of the clubs who play the Classic match of their league and were randomly allocated into a threat circumstance or a control situation in order to test the identity threat moderation effect. Results: Findings suggest that this supraordinate identity has a positive impact on media and merchandise consumption intentions, while legitimacy and permeability forecast its existence. These results argue that fans from both teams experience an identity threat either when their club is under menace and when their rival is. Conclusion: This is the first article examining a supraordinate identity fabricated by salient rivalries, which is counterintuitive, and how these individuals experience an identity threat when their rival is at risk. The Classic denotes an important marketing instrument, where leagues and clubs can develop stories and rivalries to attract broader audiences.
Objective: The article analyzes up to what extent the supraordinate identity made up by the classic match, influences fans’ consumption intention of media and official merchandise, through a justifiability mediation, while assessing a moderation effect that an identity threat has on the proposed model. Method: The phenomenon was tested through structural equation modeling on a 439 fanbase sample. Participants are fans from both of the clubs who play the Classic match of their league and were randomly allocated into a threat circumstance or a control situation in order to test the identity threat moderation effect. Results: Findings suggest that this supraordinate identity has a positive impact on media and merchandise consumption intentions, while legitimacy and permeability forecast its existence. These results argue that fans from both teams experience an identity threat either when their club is under menace and when their rival is. Conclusion: This is the first article examining a supraordinate identity fabricated by salient rivalries, which is counterintuitive, and how these individuals experience an identity threat when their rival is at risk. The Classic denotes an important marketing instrument, where leagues and clubs can develop stories and rivalries to attract broader audiences.
Descripción
Palabras clave
Classic Match, Consumption Intention, Legitimacy, Permeability, Supraordinate Identity