Modelo anis´otropo de halos

A key purpose of this study was to further divulge how sporting clubs could generate the loyalty shown by the irrational fan. Olivers framework provided impetus in this area and loyalty

generation was examined on the basis of two segments of this framework – Village envelopment and Immersed self identity.

Hypotheses – Village Envelopment

The “Village Envelopment” scenario proposed that loyalty could be generated and maintained on the basis of an allegiance to a social group or community surrounding a commodity as opposed to an allegiance to the commodity itself. In relation to sporting fans, this translated into a loyalty stimulated by the camaraderie of fan-ship or a connected social group as distinct from loyalty solely focused on the team /club itself.

The hypotheses testing the degree to which fanship and loyalty to AGF were generated on an allegiance to a social group brought mixed results.

Highly loyal fans viewed companionship and social interaction as no more or less important than their less loyal counterparts suggesting that social factors play a minimal role in the development of loyalty (Hypoth 2) . Similarly Highly Loyal fans viewed the prospect of violence or racism as negatively as the less loyal support group, suggesting an allegiance to groups involved in such activities as unrelated to fan loyalty.

Despite these results, there was some support for loyalty development based on social factors. Hypothesis 7 tested the degree to which fan interaction was of importance to the AGF supporter. The results of this hypothesis found that the Highly Loyal Fan viewed this interaction as vastly more important than their less loyal counterparts a finding which is particularly interesting given the responses to questions regarding companionship and social interaction.

The responses relating to Hypothesis 2 & 7 suggest that while sporting fans may view social contact with friends as a minimal factor in game attendance, the interaction and atmosphere

created by the collective fan group is of significant importance. That is, the fan may have no desire for social interaction with those surrounding him/her before or after the match yet during its course he will willingly combine with these similarly aligned individuals and become part of a collective unit for the purpose of entertaining oneself and encouraging the team.

On the basis of these results it could be suggested that sporting fans form a temporary “social village” during the course of the game. The response of AGF fans suggest that while their loyalty to the club is not solely based on a need for companionship, as in the case of fully fledged village envelopment, they are attracted to the club by the interaction with fellow supporters and

Hypotheses- Immersed Self-identity

The Hypotheses tested in relation to the bottom right quadrant of Oliver’s framework related to the level of identification fans felt towards the AGF team, and the influential variables that generate this level of identity.

Hypothesis One tested the degree to which fans identified with the AGF club and found strong evidence of a link between a fans level of identification and their loyalty to the club, a finding that was comparable to those made in similar studies conducted in this area.

A logical step for the AGF club, stemming from this finding, would therefore be to formulate methods aimed at increasing the fan salience or identity of not only its committed fans but its less loyal supporter base.

Hypotheses were also formulated to investigate the factors thought to be influential in the creation of this fan identity and subsequent loyalty.

Socialisation- Childhood involvement

Hypothesis 4 found evidence that the highly committed fan had been attended more games as a child then the less loyal fan, while Hypothesis 5 found that, as children, Highly loyal fans had parents or relatives who supported the AGF club to a greater degree than less loyal supporters. The implications of these findings for the management of AGF and sport marketers in general would seem obvious – formulate methods aimed at involving children with the team. At AGF the targeting of youthful supporters would appear to be an area in need of urgent attendance. During AGF match-days there is in the main a dearth of young faces littered around the ground.

The lack of youthful support for AGF can also be seen around the streets of Århus where children are frequently spotted wearing their favourite football teams playing shirt, yet rather than sporting the shirt of their local team it is usually the colours of Brondby, FCK, Manchester Utd; Real Madrid or Liverpool.

Habit and History with the Club

Another factor that was found to be closely connected to a fans identity and loyalty to AGF was the individuals habit and history with the club. Hypothesis 3 found that Highly loyal fans had supported the club for a longer period than less loyal supporters while Hypotheses 4 and 5 found evidence of association with the club stemming back to many of the High Loyal Fans’s childhood thus suggesting a long tradition with the club.

Based on these findings, strategies should be created to keep fans coming back after their initial support experiences and extend the longevity of their support, thus increasing the likelihood of a tradition and history with the club being developed.