Table 1 Results of item statistics and measurement model
Construct | Codes | Measurement items | Factor loadings | Cronbach alpha | Composite reliability | Average variance extracted |
|---|---|---|---|---|---|---|
Fan Identification | 0.748 | 0.753 | 0.666 | |||
fid1 | I consider my favorite team success as my success | 0.846 | ||||
fid2 | When someone praises my favorite team it feels like a personal compliment | 0.844 | ||||
fid3 | Being a fan of my favorite team is very important to me | 0.754 | ||||
Fan Community Identification | 0.868 | 0.868 | 0.716 | |||
fci1 | I like to interact with other members of my favorite team community | 0.816 | ||||
fci2 | I enjoy exchanging ideas with other fans of my favorite team | 0.853 | ||||
fci3 | I really identify with people who are the funs of my favorite team | 0.871 | ||||
fci4 | I feel a deep connection with others who are the funs of my favorite team | 0.844 | ||||
Perceived Brand Sacredness | 0.884 | 0.884 | 0.684 | |||
Pbs1 | I find my favorite team brand deserving veneration or respect unlike any other teams | 0.796 | ||||
Pbs2 | I am willing to sacrifice my self-interest for the favorite team brand | 0.815 | ||||
Pbs3 | Participating in group events related to my favorite team brand gives me a unique identity | 0.864 | ||||
Pbs4 | I feel a strong sense of affinity toward fellow believers of the favorite team brand | 0.866 | ||||
Pbs5 | This favorite team brand holds me spellbound or fascinated | 0.790 | ||||
Advertise | 0.881 | 0.889 | 0.739 | |||
ade1 | I display my favorite merchandize on my properties, e.g., car, computers, mobile phones | 0.866 | ||||
ade2 | I display my favorite team merchandize on my desk at work or school | 0.908 | ||||
ade3 | I give my favorite team-related gift for birthdays and holidays | 0.875 | ||||
ade4 | I include my favorite team-related information in my social media accounts | 0.784 | ||||
Advocate | 0.846 | 0.850 | 0.685 | |||
adt1 | I try to convince others that my favorite team is superior to all others | 0.812 | ||||
adt2 | I refer to my favorite team as “WE” or “US” | 0.882 | ||||
adt3 | I tell others about the great players on my favorite team | 0.795 | ||||
adt4 | I engage in conversations with strangers about my favorite team | 0.818 | ||||
Assimilate | 0.831 | 0.832 | 0.747 | |||
ase1 | I get together with a special group of friend/family to watch my favorite team play or games | 0.845 | ||||
ase2 | I wear my favorite team merchandize on game day | 0.882 | ||||
ase3 | I initiate communication with friends/family that are fans of my favorite team during games | 0.866 | ||||
Antagonize | 0.811 | 0.821 | 0.725 | |||
ane1 | I initiate communication with friends/family that are not fans of my favorite team after they lose | 0.866 | ||||
ane2 | I initiate communication with friends/family that are not fan of my favorite team after they win | 0.817 | ||||
ane3 | I fell happy when friends/family that not fans of my favorite team are unhappy after they lose | 0.870 | ||||