The Effect Of Achievements On Fans Pride, Team Identification And Sense Of Community And Their Effect On Fans Purchase Intentions: A Comparison Study Between Real Madrid Fans In Madrid And Qatar

Abstract

Team identification, pride, and sense of community is generally presented in the literature as an important factor that affects the level of fandom for football fans. In this vein, the present study aims to investigate the differences between local fans and others abroad, in terms of team identification, pride and sense of community with purchase intentions behaviors and how achievements affect their engagement. To realize this objective, data were collected through an online survey for Real Madrid fans in Madrid (n=116). Qatar (n=434) and the data were analyzed via PLS-SEM using Smart-PLS3 and SPSS 28. Results revealed important differences between Real Madrid fans in Qatar and Madrid. For example, the behavioral intentions of the fans in Madrid depend mainly on the past achievements of the team and the level of pride. In contrast, fan behavior in Qatar is highly dependent on the current achievements of Real Madrid and the sense of community. The results of the study will help future researchers understand the mechanism of identification with a foreign international sports franchise and will offer important guidelines for clubs in implementing an international marketing strategy.