The positive and negative impacts of social and personal self-categorizations on sport fans' experience

Purpose: The current study postulated that fans' social identities (derived from the team sport clubs of which they perceive themselves to be members) coexist with their personal identities (derived from views of themselves as unique, individual sport fans). The study examined the relationship between identity salience and both positive and negative aspects of fans' attitudes, emotions and behaviours. Design/methodology/approach: Seven hundred and twelve (712) Israeli professional football fans participated in this study. The study employed a survey drawn from an Internet panel with more than fifty thousand members. Findings: Utilizing structural equation modelling (SEM), the authors demonstrated that while social identity salience is related to positive aspects of being a sport fan (love of a favourite team and loyalty), it is also related to negative aspects of being a sport fan (hatred and perceptions of the appropriateness of fan aggression). Personal identity salience was found to be related to the decrease in negative outcomes of being a fan (hatred and perceptions of the appropriateness of fan aggression). Research limitations/implications: Marketers and sport organizations will benefit from stimulating sport fans' personal identity salience to mitigate possible negative consequences of team affiliation. Originality/value: The current study expands upon past sport management studies by demonstrating the existence of relationships between sport fans' identity salience and their emotions, attitudes and behaviours. The identity salience of fans is relevant from both academic and applicative perspectives.