Regional Variation in Rivalry: Canadians Really are Friendlier

Journal of International Consumer Marketing, DOI: 10.1080/08961530.2018.1531364

18 Pages Posted: 28 Jan 2019

See all articles by Joe Cobbs

Joe Cobbs

Northern Kentucky University - College of Business

Diego Martinez del Campo del Castillo

Northern Kentucky University

B. David Tyler

Western Carolina University

Jeremy Ditter

Northern Kentucky University

Date Written: January 15, 2019

Abstract

Spectator sports embody social group conflict, where consumers periodically interact with opposing fans, thereby providing outlets for negative brand affect in the form of acrimony toward rivals. To assess the regional nature of rivalry, this study compared 5,145 sports consumers across the four United States Census regions and Canada, including five professional leagues. Consistent with regional personality clustering, fans of Canadian teams harbor less acrimony toward rivals, and fans of teams in the Northeastern US generally exhibit the most acrimony. When developing events and promotional partnerships, sports marketers and sponsors should recognize regional differences in how consumers react to rivals.

Keywords: Rivalry, Derby, Regional, Identification, Schadenfreude, Discrimination, Prejudice

Suggested Citation

Cobbs, Joe and Martinez del Campo del Castillo, Diego and Tyler, B. David and Ditter, Jeremy, Regional Variation in Rivalry: Canadians Really are Friendlier (January 15, 2019). Journal of International Consumer Marketing, DOI: 10.1080/08961530.2018.1531364. Available at SSRN: https://ssrn.com/abstract=3316894

Joe Cobbs (Contact Author)

Northern Kentucky University - College of Business ( email )

Highland Heights, KY 41099
United States

Diego Martinez del Campo del Castillo

Northern Kentucky University

Nunn Drive
Highland Heights, KY 41099
United States

B. David Tyler

Western Carolina University ( email )

Cullowhee, NC 28723
United States

Jeremy Ditter

Northern Kentucky University

Nunn Drive
Highland Heights, KY 41099
United States

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