Abstract
The purpose of this study was to examine the predictive utility of self-image congruence in spectator sport consumption. Specifically, the effects of self/team follower image congruence (STFIC) were investigated on various types of behavior by spectator-sport consumers and on team loyalty. The theory of self-image congruence posits that consumers make decisions depending on the degree of congruence between their self-image and the perceived stereotypical image of the users of a specific product or brand. Spectators (N=260) at two professional basketball games completed a questionnaire that included STFIC, consumption behavior (i.e., attendance frequency and media consumption) and team loyalty. A set of regression analyses suggested that attendance frequency, media consumption (i.e., watching televised games and visiting teams' Websites), and team loyalty (i.e., re-attend intention, word-of-mouth intention, and ticket-price resistance) were, significantly, functions of STFIC. Study results implicated the significance of self-image congruence in predicting spectators' varying team-relevant consumption behavior and team loyalty. For sport managers, the matching of consumers' self-concept and a team personality could be critical in enhancing attendance and team loyalty.
