|Published online: May 4, 2017||$US5.00|
The main purpose of this study is to deepen our understanding of old-school values by examining the issues of values connectedness and values congruence. Specifically, the authors investigate whether the foundational, base-level human values of self-enhancement (i.e. power and achievement) and self-transcendence (i.e. universalism and benevolence) relate to the sport-specific old-school values of winning, social responsibility, and materialism. Additionally, this study investigates congruence between self-identified old-school fans and their perceptions of the values of their favorite professional athletes. Through a national survey, findings uncover complex but meaningful relationships between the variables. The results of this study shed light on motivations behind fan values and provide implications for more effective communications.
|Keywords:||Old-school Values, Sports Marketing, Values Congruence|
Associate Professor, Spears School of Business, Oklahoma State University, Stillwater, Oklahoma, USA
Professor, College of Business, California State University, Chico, California, USA
Professor, Spears School of Business, Okalhoma State University, Stillwater, Oklahoma, USA