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Opportunities exist to conduct comparative studies on motivational bases for consumers affection towards the underdog in various sports across different cultures. In addition, research can be combined with future international marketing studies on consumers’ willingness to support domestic firms in their competition against large multinational companies, whereby emotional ties with a home country and underdog status jointly exist.

Second, as mentioned in limitation of research, this research carried out in New Zealand, which is developed country. Thus, the opportunities exist to carry out research in developing country or underdeveloped country to explore multi dimension of the ‘underdog’ behavior.

Third, given the focus on the motivational bases of underdog affection, the research, conceptual model is limited in terms of its coverage of the consequences of underdog affection. Future research can more extensively investigate the outcomes of underdog affection, especially the boundary conditions impacting the strengths of the links between underdog affection and various outcomes, including support for small business entities. The significant finding on the large variance of support explained for mom-and-pop stores by commerce underdog affection highlights the value and resulting importance of featuring the underdog affection construct in studying consumers’ support behaviors for small stores.

Moreover, ‘Underdog’ behavior can extensively investigate through a qualitative study by undertaking a personal interview with a personality who came from ‘Underdog’ background and raise as Top dog.

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7 Appendices 7.1 Appendix Graph Graph 1: Gender

Graph 2: Education

54.4

45.6

40 42 44 46 48 50 52 54 56

Male Female

Gender (%) PC1 n=500

13.6

41

33.4

12

0 5 10 15 20 25 30 35 40 45

Secondary School/

College Trade/Professional

Qualification Degree/Diploma from a

Tertiary Institution Post-graduate Degree/Diploma from a

Tertiary Institution

Tertiary Institution

In document EN ESPAÑA (página 152-159)