Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity

Purpose Despite to useful relevance better understand how group-level identity develops, few studies have explored the theory in esports field and, particular, considering impact of a fan's role identity. The current study aims explore fan role-identity vis-à-vis relationship with sponsor and sponsee so as effects on their behavioral intentions. Design/methodology/approach Using sample 356 fans who attended 2021 FPF eFootball Open Challenge, Confirmatory Factor Analysis (CFA) analyzed psychometric properties constructs subsequent Structural Equation Modeling (SEM) examined two types intentions sponsor–sponsee relationship. Findings Results indicate that highly identify highest attachment event tend toward having positive word-of-mouth intention. Esports higher brand identification reported attitude event's purchase its products. Moreover, findings also provide evidence bidirectional interaction between way which attach brand, leading greater reciprocity formation. Originality/value This helps process can enhance fate develop mutually, building overlapping Complementarily, it supports marketeers managers must analyze importance being individual order self-identity shape future behavior.