Abstract
Introduction: We analyzed the importance of fan identity and brand strength on fans’ neural reactions to different team-related stimuli.
Methods: A total of 53 fMRI scans with fans of two professional sport teams were conducted. Following up on a previous study we focused on the differences between fandom levels as well as the contrast between two team “brand” strength. Neural responses were compared among individuals based on their levels of fan identity. In sum, group comparisons between relatively high and lower identity and between weak and strong teams were made based on the notion that the latter reflects team brand strength (strong brand and weak brand).
Results: Findings indicate that brain activity in emotion regulation, memory, and cognitive control circuits is influenced by the relative level of fan identity.
Discussion: Higher-level identified fans showed increased reactivity to positive stimuli and the under-recruitment of their cognitive appraisal circuits, suggesting more vulnerability to marketers’ messages. The strength of the team brand activates different neural mechanisms. Interestingly, the posterior cingulate showed larger recruitment both for weaker brands and lower fan identification, suggesting that visual memory processes are more active in these cases. Neurally processed content depends on the relative brand’s strength, highlighting the importance of brand-focused communications.
Methods: A total of 53 fMRI scans with fans of two professional sport teams were conducted. Following up on a previous study we focused on the differences between fandom levels as well as the contrast between two team “brand” strength. Neural responses were compared among individuals based on their levels of fan identity. In sum, group comparisons between relatively high and lower identity and between weak and strong teams were made based on the notion that the latter reflects team brand strength (strong brand and weak brand).
Results: Findings indicate that brain activity in emotion regulation, memory, and cognitive control circuits is influenced by the relative level of fan identity.
Discussion: Higher-level identified fans showed increased reactivity to positive stimuli and the under-recruitment of their cognitive appraisal circuits, suggesting more vulnerability to marketers’ messages. The strength of the team brand activates different neural mechanisms. Interestingly, the posterior cingulate showed larger recruitment both for weaker brands and lower fan identification, suggesting that visual memory processes are more active in these cases. Neurally processed content depends on the relative brand’s strength, highlighting the importance of brand-focused communications.
| Original language | English |
|---|---|
| Article number | 1235139 |
| Journal | Frontiers in Human Neuroscience |
| Volume | 17 |
| DOIs | |
| Publication status | Published - 8 Jan 2024 |
Funding
This work was supported by the UIDB/05105/2020 Program Contract, funded by national funds through the FCT I.P. and also supported by the BRAINTRAIN project FP7-HEALTH-2013-INNOVATION-1–602186, Portuguese Foundation for Science and Technology (FCT) FCT-UID/NEU/04539/2013, - 0COMPETE, POCI-01-0145-FEDER-007440, Bial Foundation 132/12, 133/12 and 373/14, CENTRO-07-ST24-FEDER-00205.
| Funders | Funder number |
|---|---|
| FP7-HEALTH-2013-INNOVATION-1 | 602186 |
| Fundação para a Ciência e a Tecnologia | CENTRO-07-ST24-FEDER-00205, 132/12, 373/14, POCI-01-0145-FEDER-007440, 133/12, FCT-UID/NEU/04539/2013 |
Keywords
- brand love
- consumer neuroscience
- fan identity
- sport fans
- team brands
ASJC Scopus subject areas
- Neuropsychology and Physiological Psychology
- Neurology
- Psychiatry and Mental health
- Biological Psychiatry
- Behavioral Neuroscience
