Investigating the role of fan club membership on perceptions of team brand equity in football

Researchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and nonmembers, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions.

Le plaisir pris aux représentations violentes et cruelles dans la fiction policière

Il s’agit ici d’explorer le plaisir pris à la lecture des romans policiers, lecture qui implique la participation du lecteur à des représentations violentes et cruelles. Dans son récit autobiographique Les Mots, Jean-Paul Sartre déclare en conclusion d’un passage consacré à ce qu’il appelle les «vraies lectures de son enfance» – ces lectures lui sont données par les livres d’aventures et les magazines pour enfants, il les oppose aux lectures savantes –: «Cette double vie n’a jamais cessé: aujourd’hui encore, je lis plus volontiers les “Série Noire” que Wittgenstein».