Beyond the Jersey : How National Bias Fuels Player Identification and Reshapes Sports Consumption

Abstract

The research presents novel insights by examining the underexplored role of sports fan ethnocentrism(SFE) in shaping player identification and team identification (TI), and reveals how national pride affects sports consumption behaviors. By applying partial least squares (PLS)-structural equation modeling with survey responses gathered from 488 Bangladeshi cricket enthusiasts, the research reveals two key findings: (1) SFE shows a stronger association with fans’ connection with individual players than with teams, and (2) TI remains the strongest predictor of long-term fan engagement behaviors. Theoretically, the study advances social identity theory by demonstrating how ethnocentrism operates differently at player vs team levels in sports fandom. For practitioners, these findings suggest that sports organizations should develop dual strategies, leveraging star players to attract ethnocentric fans while strengthening team identity to maintain loyalty. Employing importance-performance map analysis identifies priority areas for managerial intervention to optimize fan engagement strategies.