Rebels or Star Fleet? Investigating Rivalry in Sport and Star Wars/Star Trek Fandom
Abstract
The current study further investigated rivalry and group behavior by comparing the perceptions and likely behaviors of sport fans regarding their biggest rival teams to that of Star Wars and Star Trek fans. Results showed that sport fandom was correlated with more negativity toward the relevant rival than among science fiction fans. Further, being a fan of both a sport team and a science fiction brand was correlated with more negativity toward the sport rival but more positivity toward the relevant science fiction rival brand. Finally, fans of the Star Wars brand reported greater positivity toward their in-group and more negativity toward the Star Trek brand than the other way around. Discussion focuses on academic and practical implications, along with future avenues of research.
Publication Title
Rivalry and Group Behavior Among Consumers and Brands: Comparisons In and Out of the Sport Context
Recommended Citation
Havard, C., Wann, D., Fuller, R., & Bouchard, K. (2021). Rebels or Star Fleet? Investigating Rivalry in Sport and Star Wars/Star Trek Fandom. Rivalry and Group Behavior Among Consumers and Brands: Comparisons In and Out of the Sport Context, 81-103. https://doi.org/10.1007/978-3-030-85245-0_5
