DOI
https://doi.org/10.18666/JASM-2019-V11-I4-9602
Abstract
Prior sport rivalry researchers have failed to examine the effects of rivalry utilizing a multidimensional approach to team identification as well as the effects of rivalries in relation to the behavioral outcomes of lapsed donors. The authors worked with the official booster club of a large public university to create three distinct email campaigns targeting lapsed donors to test the effects of framing donation requests with rivalry-themed communications. The results of this study highlight the variations in these distinct identification dimensions due to the presence of a rivalry as well as the behavioral effects a rivalry has on these lapsed donors.
Recommended Citation
Reifurth, Katherine R. N.; Evans, Kelly M.; James, Jeffrey D.; and Ko, Yong Jae
(2019)
"The Rivalry Effect: The Potential to Foster (Lapsed) Donor Giving,"
Journal of Applied Sport Management: Vol. 11
:
Iss.
4.
https://doi.org/10.18666/JASM-2019-V11-I4-9602
Available at:
https://trace.tennessee.edu/jasm/vol11/iss4/5