The exclusiveness of group identity in celebrations of team success |
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| Institution: | 1. Department of Sport Management, Brock University, 500 Glenridge Ave., St. Catharines, Ontario, Canada L253A1;3. Sport Management, The Ohio State University, A264 PAES Building, 305W. 17th Ave, Columbus, OH 43210, United States;1. Hankuk University of Foreign Studies, Republic of Korea;2. Kent State University, USA;3. Seoul National University, Republic of Korea;4. University of Nebraska Kearney, USA;1. Department of Tourism, Sport and Hotel Management, Griffith University, Southport Queensland 4222, Australia;2. Department of Sport Policy and Management, Vrije Universiteit Brussel, Brussel 1050, Belgium;1. University of Massachusetts Amherst, United States;2. Miami University, United States;3. University of South Carolina, United States;1. Syracuse University, Department of Sport Management, David B. Falk College of Sport and Human Dynamics, 315 MacNaughton Hall, Syracuse, NY 13244, United States;2. Department of Physical Education, Seoul National University, Room 309, 71-dong, Gwanak-ro 1, Seoul 151-748, Republic of Korea;3. University of Florida, 200 Florida Gym, Stadium Road, P.O. Box 118200, Gainsville, FL 32611-8200, United States |
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| Abstract: | Basking in reflected glory (BIRGing) describes individuals’ tendency to publicly affiliate themselves with successful others. Within sport, scholars have provided foundational knowledge pertaining to BIRGing; however, they have not deeply engaged with sport fans to understand the influence of multiple group identities in celebrating team success. Using social identity theory and social identity complexity as theoretical frameworks in the current study, I conduct qualitative research with sport fans to understand how multiple group identities influence fan behaviours in response to team performance. I discover that fans (1) BIRG and blast for an enhanced sense of inclusiveness and distinctiveness, and (2) possess multiple, ordinarily inclusive group identities, which converge into a highly exclusive social identity structure immediately before, during, and after games against rivals. I conclude by discussing the potential theoretical and managerial implications regarding multiple group identities in sport contexts, as well as directions for future research. |
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| Keywords: | BIRGing Consumer behaviour Rivalry Social identity complexity Social identity theory |
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