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Marvel, DC, and Sport: Investigating Rivalry in the Sport and Comic Settings

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  • Cody T. Havard
  • Frederick G. Grieve
  • Megan E. Lomenick

Abstract

Objective The current article empirically investigated differences in fandom and rivalry between fans of a sport team and fans of the Marvel or DC comic brands. Methods An online survey was distributed to fans of a sport team and/or the comic genre to measure how fans identified with their favorite brands (both sport and comics), and how they felt toward their rival brands. Results Results illustrated that sport fans reported higher identification with their favorite teams than did fans of Marvel or DC toward their favorite brands. Additionally, fans of sport reported more negative perceptions of their rival teams than fans of the comic genre. Finally, people who were fans of both a sport team and the comic genre were more positive regarding their rival than fans who were a fan of only a sport team or the comic genre. Conclusion Theoretical implications include support for the measures in a nonsport setting along with support for the common in‐group model. Practical implications deriving from the findings are discussed, and avenues for future research are presented.

Suggested Citation

  • Cody T. Havard & Frederick G. Grieve & Megan E. Lomenick, 2020. "Marvel, DC, and Sport: Investigating Rivalry in the Sport and Comic Settings," Social Science Quarterly, Southwestern Social Science Association, vol. 101(3), pages 1075-1089, May.
    • Handle: RePEc:bla:socsci:v:101:y:2020:i:3:p:1075-1089
    DOI: 10.1111/ssqu.12792
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    References listed on IDEAS

    as
    1. Cody T. Havard, 2020. "Rivalry in Sport," Springer Books, Springer, number 978-3-030-47455-3, July.
    2. Cody T. Havard, 2014. "Glory Out of Reflected Failure: The examination of how rivalry affects sport fans," Sport Management Review, Taylor & Francis Journals, vol. 17(3), pages 243-253, July.
    3. Mahony, Daniel F. & Moorman, Anita M., 1999. "The Impact of Fan Attitudes on Intentions to Watch Professional Basketball Teams on Television," Sport Management Review, Elsevier, vol. 2(1), pages 43-66, May.
    4. Ken Sanford & Frank Scott, 2016. "Assessing the Intensity of Sports Rivalries Using Data From Secondary Market Transactions," Journal of Sports Economics, , vol. 17(2), pages 159-174, February.
    5. Havard, Cody T., 2014. "Glory Out of Reflected Failure: The examination of how rivalry affects sport fans," Sport Management Review, Elsevier, vol. 17(3), pages 243-253.
    6. Funk, Daniel C. & James, Jeff, 2001. "The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport," Sport Management Review, Elsevier, vol. 4(2), pages 119-150, November.
    7. Daniel F. Mahony & Anita M. Moorman, 1999. "The Impact of Fan Attitudes on Intentions to Watch Professional Basketball Teams on Television," Sport Management Review, Taylor & Francis Journals, vol. 2(1), pages 43-66, January.
    8. Berendt, Johannes & Uhrich, Sebastian & Thompson, Scott A., 2018. "Marketing, get ready to rumble—How rivalry promotes distinctiveness for brands and consumers," Journal of Business Research, Elsevier, vol. 88(C), pages 161-172.
    9. Daniel C. Funk & Jeff James, 2001. "The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport," Sport Management Review, Taylor & Francis Journals, vol. 4(2), pages 119-150, July.
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