How Do Fans Feel? A Case Analysis of Measuring and Modeling Attitudes Using Partial Least Squares Structural Equation Modeling

Abstract

Virtual fan communities (VFC) have become very popular among fans of sports teams. A VFC provides an online place for fans to meet and discuss the team, consume media, and develop friendships. Students will learn, in this case study, how to use partial least squares structural equation modeling (PLS-SEM) to assess fan attitudes toward the VFC and sponsors of the firm. Students will also learn how sport organizations can benefit from leadership with statistical know-how. The case is fictional, but it is based on an actual research study conducted in conjunction with a prominent virtual fan community in which ownership had an interest in fans’ attitudes toward their service.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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Resources

Exhibit 1. Latent variables, scale origin, and items

Latent Variables or Constructs

Team Identification (Wann & Branscombe, 1993)

   How important is it to you that the [university] athletic teams win?

   How strongly do you see yourself as a fan of university athletic teams?

   How strongly do your friends see you as a fan of [university] athletic teams?

   How closely do you follow your favorite university athletic team via any of the following: in person, television, on the radio, televised news, or a newspaper?

   How important is being a fan of [university] athletic teams to you?

   How often do you display the university athletic team(s) name or insignia at your place of work, where you live, or on your clothing?

FanU Identification (Wann & Branscombe, 1993)

   Being a fan of FanU is an important part of who I am.

   Supporting FanU is very important to me.

FanU Involvement (Zaichkowsky, 1985)

   For you personally, how accurately do the following describe FanU to you?

   Matters to me

   Relevant

   Valuable

   Means a lot to me

   Of concern to me

   Important

   Exciting

FanU Lovalty (Wakefield & Sloan, 1995)

   I am a loyal fan of FanU.

   I like to let people know that I’m a fan of FanU.

   I’ll always be a fan of FanU.

Attitude Toward FanU (Spangenberg, Grohmann, & Sprott, 2005)

   How favorable is your opinion of FanU?

   How pleasant has your experience been with FanU?

   How would you describe your overall evaluation of FanU?

Attitude Toward Sponsors (Spangenberg et al., 2005)

   How favorable is your opinion of the FanU sponsors?

   How much do you like the FanU sponsors?

   How would you describe your overall attitude toward the FanU sponsors?

Attitude Toward Regional Sponsor (Spangenberg et al., 2005)

   How favorable is your attitude toward [the regional sponsor]?

   How much do you like [the regional sponsor]?

   How would you describe your overall attitude of [the regional sponsor]?

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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