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‘Taking the pulse of a new football franchise’: team identification and the Melbourne Heart FC in Australia’s A-League
Soccer & Society Pub Date : 2020-06-07 , DOI: 10.1080/14660970.2020.1770734
Anthony K. Kerr 1 , Aaron J. Wijeratne 2
Affiliation  

ABSTRACT

In a bid to revive soccer’s fortunes in Australia, the A-League was created whereby private franchises represented the country’s major cities. This article examines the Melbourne Heart FC and the emotional attachment of members during its first two seasons. A survey methodology was used to identify attitudes towards the brand and the Sport Spectator Identification Scale (SSIS) measured their identification with the franchise. There is conclusive evidence that strong levels of identification can develop quickly for a new team, yet three of the scale’s items made a weaker contribution. There is also a suggestion that identity is multi-layered. New sport teams need to build awareness and a fan base, however, while the SSIS has been used extensively to study established teams, its application to a newly-formed football club is less common. This article discusses how members of a new franchise in Australia’s A-League quickly developed a strong emotional attachment.



中文翻译:

“把握新的足球特许经营脉搏”:球队识别和澳大利亚A联赛的墨尔本心脏足球俱乐部

摘要

为了复兴足球在澳大利亚的命运,创建了A联赛,在该联赛中,私人特许经营代表了澳大利亚的主要城市。本文研究了墨尔本心脏足球俱乐部及其成员在前两个赛季中的情感依恋。使用了一种调查方法来确定对品牌的态度,而“体育观众识别量表”(SSIS)则通过特许经营来衡量他们的识别程度。有确凿的证据表明,对于一个新团队而言,强大的识别能力可以快速发展,但该量表中的三个项目贡献较小。还有一种建议认为身份是多层的。新的运动队需要建立意识并增加球迷基础,但是,尽管SSIS已被广泛用于研究已建立的球队,但将其应用于新组建的足球俱乐部的情况却很少。

更新日期:2020-06-07
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