Global Sport Business Journal
Abstract
This transcendental phenomenological study was focused on a NCAA Division I tennis team booster club and eight participants’ experiences of reality versus expectation regarding booster involvement. Team identification is an attachment that provides fans with a sense of belonging (Delia & James, 2018; Heere & James, 2007). This study used the social identity theory as the theoretical lens to better understand how the booster club members identify as a social group and the relation to team identity and brand equity. Multiple themes emerged from the data, including reciprocity, investment, and connection and belonging. Each of these themes fell under both reality and expectation but, were experienced differently under the two categories. The invariant essence emerged as a desire for purpose and engagement with the team and athletes. The importance of connection to team identity was clear, and implications for marketing the booster club to enhance team identity and brand equity are discussed within.
Recommended Citation
Fridley, Alison; Popejoy, Erin; Ball, Charles A.; and Stokowski, Sarah
(2020)
"Not Your Typical Fan: A Phenomenological Study on Booster Club Membership for a Men’s Division I College Tennis Program,"
Global Sport Business Journal: Vol. 8:
Iss.
1, Article 1.
Available at:
https://scholarworks.sfasu.edu/gsbj/vol8/iss1/1
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