Are You Team Apple or Team Samsung? Investigating Rivalry in Sport and Mobile Phone Brands
Abstract
The current study investigated rival perceptions and likely behaviors in the sport and mobile phone settings. In particular, perceptions and likely behaviors of relevant out-groups were compared in the sport setting with users of Apple and Samsung mobile phones. Findings indicate that fans of sport teams reported higher identification with their favorite brands and more negativity toward the out-group than did users/fans of Apple and Samsung mobile phones. Additionally, being a fan of both a sport team and either Apple or Samsung mobile phones was correlated with more positive perceptions of the in-group and out-group. Finally, users of Samsung phones reported more satisfaction when their favorite brand compares favorably to Apple than vice versa. Implications and future research are discussed.
Publication Title
Rivalry and Group Behavior Among Consumers and Brands: Comparisons In and Out of the Sport Context
Recommended Citation
Havard, C., Hutchinson, M., & Ryan, T. (2021). Are You Team Apple or Team Samsung? Investigating Rivalry in Sport and Mobile Phone Brands. Rivalry and Group Behavior Among Consumers and Brands: Comparisons In and Out of the Sport Context, 57-79. https://doi.org/10.1007/978-3-030-85245-0_4
