Lamar Reams and Terry Eddy

In contrast to research examining the social-psychological aspects of how sport fans perceive rivalry games in team sports, far less is known regarding the impact rivalries have on mediated consumer demand, a marketing outcome of interest to sport researchers and practitioners. Guided by economic demand theory, the current study developed a model to empirically examine the impact of Tyler and Cobbs’ (2015) rivalry antecedents (conflict, peer, bias) on fan interest for an individual sport. The three-dimensional framework provided the foundation for the selection of thirteen rivalry-related...Read more

Terence Eddy
Daniel Rascher
and Rebecca Stewart

College football is considered by many to be an important aspect of campus life, which also promotes a connection with alumni and other supporters (Toma, 2003). The overall interest in NCAA Division I Football Bowl Subdivision (FBS) football remains high, as 35.3 million fans attended regular-season games during the 2012 season (though it should be noted that this represents a 3% drop from the all-time high in 2008) (Solomon, 2012). However, these figures can be deceiving when considering that the range of spectator interest in FBS football is extremely wide. For example, four teams (...Read more