Authors:

• Tomaž Čater, University of Ljubljana, School of Economics and Business
• Barbara Čater, University of Ljubljana, School of Economics and Business
• Igor Ivašković, University of Ljubljana, School of Economics and Business

Keywords:

Social identity | Commitment | Loyalty | controversial decision | Sports fans |

Abstract

This article examines how the cognitive, affective, and evaluative dimensions of social identity buffer negative shifts in fans’ commitment and loyalty following controversial club decisions. Two cross-sectional studies of European football fans (Study 1: N = 172; Study 2: N = 184) assessed reactions to their favorite club's potential participation in the European Super League. Structural equation modeling shows that cognitive identity is the most robust buffer against commitment declines (β = –0.22 to –0.27). Loyalty change is strongly predicted by commitment change (βs = 0.63–0.73), with models explaining 26%–36% of commitment change variance and 44%–53% of loyalty change variance. Commitment change mediates the effects of evaluative identity (both studies) and affective identity (Study 1) on loyalty change, but not the effect of cognitive identity. Crucially, strong opposition to the club's decision significantly weakens the buffering effect of all identity dimensions, highlighting the contingent nature of social identity in sustaining fan relationships during crises. Our research enriches social identity theory by applying its tripartite conceptualization to the sports marketing context. It advances understanding of how psychological constructs and opposition intensity jointly shape fan attitudes and behaviors, providing valuable insights into managing fan relationships during crises.

The Sustainable Development Goals (SDGs) addressed in the article are:

• SDG 3 – Good health and well-being
• SDG 4 – Quality education
• SDG 11 – Sustainable cities and communities
• SDG 16 – Peace, justice, and strong institutions
• SDG 17 – Partnerships for the goals

The article is published in:
Sport Marketing Quarterly (Sage)

The content is freely accessible at:

The Social Identity Buffer: How Cognitive, Affective, and Evaluative Ties Sustain Fan Commitment and Loyalty Amidst Club Controversies