Old-school Sports Fans: An Investigation of Values Connections and Congruence

By Ajay Sukhdial, Damon Aiken and Goutam Chakraborty.

Published by The International Journal of Sport and Society

Format Price
Article: Print $US10.00
Published online: May 4, 2017 $US5.00

The main purpose of this study is to deepen our understanding of old-school values by examining the issues of values connectedness and values congruence. Specifically, the authors investigate whether the foundational, base-level human values of self-enhancement (i.e. power and achievement) and self-transcendence (i.e. universalism and benevolence) relate to the sport-specific old-school values of winning, social responsibility, and materialism. Additionally, this study investigates congruence between self-identified old-school fans and their perceptions of the values of their favorite professional athletes. Through a national survey, findings uncover complex but meaningful relationships between the variables. The results of this study shed light on motivations behind fan values and provide implications for more effective communications.

Keywords: Old-school Values, Sports Marketing, Values Congruence

The International Journal of Sport and Society, Volume 8, Issue 2, pp.25-36. Article: Print (Spiral Bound). Published online: May 4, 2017 (Article: Electronic (PDF File; 403.542KB)).

Dr. Ajay Sukhdial

Associate Professor, Spears School of Business, Oklahoma State University, Stillwater, Oklahoma, USA

Dr. Damon Aiken

Professor, College of Business, California State University, Chico, California, USA

Dr. Goutam Chakraborty

Professor, Spears School of Business, Okalhoma State University, Stillwater, Oklahoma, USA