Items, factor loadings, Z-Values, CFA item statistics and correlation matrix
| Variables/Items | Factor loading | Z-value | CR | AVE | |
|---|---|---|---|---|---|
| Original items | Final wording items | ||||
| Fan Identity | Esports Fan Identity | 0.86 | 0.61 | ||
| I consider myself to be a real fan of the F1 | I consider myself to be a real eSports fan | 0.713 | 14.91 | ||
| Being a fan of the F1 is very important to me | Being an eSports fan is very important to me | 0.867 | 19.76 | ||
| I would experience a feeling of “loss” if I had to stop being a fan | I would experience a feeling of “loss” if I had to stop being a fan | 0.812 | 17.90 | ||
| I want others to know I'm a fan of the team | I want others to know that I'm an eSports fan | 0.719 | 15.06 | ||
| Brand Identity | Brand Fan Identity | 0.93 | 0.76 | ||
| I am very interested in what others think about my car brand | I'm very interested in what others say about LG | 0.762 | 16.76 | ||
| When someone praises my car brand, it feels like a personal compliment | When someone praises LG, it feels like a personal compliment | 0.906 | 21.95 | ||
| This car brand's success is my success | LG's success is my success | 0.923 | 22.67 | ||
| When someone criticizes the race, it feels like a personal insult | When someone criticizes LG, it feels like a personal insult | 0.883 | 21.03 | ||
| Event Attachment | Esports Event Attachment | 0.92 | 0.73 | ||
| I feel a strong sense of belonging to the Interamnia World Cup as event | I feel a strong sense of belonging to the FPF Open Challenge as event | 0.847 | 20.64 | ||
| I am very attached with the Interamnia World Cup | I am very attached with the FPF Open Challenge | 0.922 | 22.57 | ||
| I enjoy the Interamnia World Cup more than any other similar event | I enjoy the FPF Open Challenge more than any other similar event | 0.775 | 17.11 | ||
| I strongly identify with this destination | I strongly identify with the FPF Open Challenge | 0.847 | 19.60 | ||
| Sponsor-Brand Attitudes | Sponsor-Brand Attitudes | 0.96 | 0.84 | ||
| I like NASCAR sponsors because it sponsors NASCAR | I like LG because it sponsors the FPF Open Challenge | 0.924 | 22.80 | ||
| I feel more favorable toward NASCAR sponsors because they sponsor NASCAR | My attitude toward LG is more favorable because it sponsors the FPF Open Challenge | 0.897 | 21.66 | ||
| I feel better about NASCAR sponsors' products and/or services because they sponsor NASCAR | I feel better about LG products because it sponsors the FPF Open Challenge | 0.927 | 22.94 | ||
| When choosing brand and retailers, I choose those that are NASCAR sponsors | When choosing a brand, I choose LG because it sponsors the FPF Open Challenge | 0.923 | 22.82 | ||
| Original Behavioral Intentions Items Word-of-Mouth Recommendation | Behavioral Intentions Event Word-of-Mouth | 0.92 | 0.80 | ||
| I will tell my friends and/or family how much I enjoyed the 2012 Interamnia World Cup | I'm likely to tell for other people how much I enjoyed the FPF Open Challenge | 0.910 | 21.99 | ||
| I recommend the Interamnia World Cup to my friends and family | I will recommend the FPF Open Challenge to others | 0.909 | 21.95 | ||
| I recommend [Firm's name] to someone seeking my advice | I recommend the FPF Open Challenge to someone seeking my advice | 0.858 | 20.00 | ||
| Brand Purchase Intention | Brand Purchase Intention | 0.96 | 0.90 | ||
| I consider buying sponsor's products in the future | I consider to buy LG products in the future | 0.956 | 24.39 | ||
| I will try to buy sponsor's products in the future | It is likely that I will try to buy LG products after this event | 0.950 | 24.12 | ||
| I will buy sponsor's products in the future | I intend to buy new LG products | 0.936 | 23.50 | ||
| Variables/Items | Factor loading | Z-value | CR | AVE | |
|---|---|---|---|---|---|
| Original items | Final wording items | ||||
| 0.86 | 0.61 | ||||
| I consider myself to be a real fan of the F1 | I consider myself to be a real eSports fan | 0.713 | 14.91 | ||
| Being a fan of the F1 is very important to me | Being an eSports fan is very important to me | 0.867 | 19.76 | ||
| I would experience a feeling of “loss” if I had to stop being a fan | I would experience a feeling of “loss” if I had to stop being a fan | 0.812 | 17.90 | ||
| I want others to know I'm a fan of the team | I want others to know that I'm an eSports fan | 0.719 | 15.06 | ||
| 0.93 | 0.76 | ||||
| I am very interested in what others think about my car brand | I'm very interested in what others say about LG | 0.762 | 16.76 | ||
| When someone praises my car brand, it feels like a personal compliment | When someone praises LG, it feels like a personal compliment | 0.906 | 21.95 | ||
| This car brand's success is my success | LG's success is my success | 0.923 | 22.67 | ||
| When someone criticizes the race, it feels like a personal insult | When someone criticizes LG, it feels like a personal insult | 0.883 | 21.03 | ||
| 0.92 | 0.73 | ||||
| I feel a strong sense of belonging to the Interamnia World Cup as event | I feel a strong sense of belonging to the FPF Open Challenge as event | 0.847 | 20.64 | ||
| I am very attached with the Interamnia World Cup | I am very attached with the FPF Open Challenge | 0.922 | 22.57 | ||
| I enjoy the Interamnia World Cup more than any other similar event | I enjoy the FPF Open Challenge more than any other similar event | 0.775 | 17.11 | ||
| I strongly identify with this destination | I strongly identify with the FPF Open Challenge | 0.847 | 19.60 | ||
| 0.96 | 0.84 | ||||
| I like NASCAR sponsors because it sponsors NASCAR | I like LG because it sponsors the FPF Open Challenge | 0.924 | 22.80 | ||
| I feel more favorable toward NASCAR sponsors because they sponsor NASCAR | My attitude toward LG is more favorable because it sponsors the FPF Open Challenge | 0.897 | 21.66 | ||
| I feel better about NASCAR sponsors' products and/or services because they sponsor NASCAR | I feel better about LG products because it sponsors the FPF Open Challenge | 0.927 | 22.94 | ||
| When choosing brand and retailers, I choose those that are NASCAR sponsors | When choosing a brand, I choose LG because it sponsors the FPF Open Challenge | 0.923 | 22.82 | ||
| Original Behavioral Intentions Items | Behavioral Intentions | 0.92 | 0.80 | ||
| I will tell my friends and/or family how much I enjoyed the 2012 Interamnia World Cup | I'm likely to tell for other people how much I enjoyed the FPF Open Challenge | 0.910 | 21.99 | ||
| I recommend the Interamnia World Cup to my friends and family | I will recommend the FPF Open Challenge to others | 0.909 | 21.95 | ||
| I recommend [Firm's name] to someone seeking my advice | I recommend the FPF Open Challenge to someone seeking my advice | 0.858 | 20.00 | ||
| 0.96 | 0.90 | ||||
| I consider buying sponsor's products in the future | I consider to buy LG products in the future | 0.956 | 24.39 | ||
| I will try to buy sponsor's products in the future | It is likely that I will try to buy LG products after this event | 0.950 | 24.12 | ||
| I will buy sponsor's products in the future | I intend to buy new LG products | 0.936 | 23.50 | ||
| Correlation matrix | ||||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | |
| 1. Esports Fan Identity | 1.00 | |||||
| 2. Brand Fan Identity | 0.14 | 1.00 | ||||
| 3. Esports Event Attachment | 0.54 | 0.24 | 1.00 | |||
| 4. Sponsor-Brand Attitude | 0.24 | 0.31 | 0.53 | 1.00 | ||
| 5. Event Word-of-Mouth | 0.41 | 0.14 | 0.52 | 0.27 | 1.00 | |
| 6. Brand Purchase Intention | 0.20 | 0.19 | 0.29 | 0.48 | 0.32 | 1.00 |
| Correlation matrix | ||||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | |
| 1. Esports Fan Identity | ||||||
| 2. Brand Fan Identity | 0.14 | |||||
| 3. Esports Event Attachment | 0.54 | 0.24 | ||||
| 4. Sponsor-Brand Attitude | 0.24 | 0.31 | 0.53 | |||
| 5. Event Word-of-Mouth | 0.41 | 0.14 | 0.52 | 0.27 | ||
| 6. Brand Purchase Intention | 0.20 | 0.19 | 0.29 | 0.48 | 0.32 | |
Note(s): No correlations failed the AVE test of discriminant validity; p < 0.01; χ2(192) = 478.06 (p < 0.001), χ2/df = 2.49, TLI = 0.95, CFI = 0.96, NFI = 0.94, GFI = 0.90, RMSEA = 0.06
Source(s): Authors own creation
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