Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

Customer engagement enhances organizational performance, including sales growth, superior competitive advantage and increased profitability. In sports context, highly committed fans are likely to engage in behaviours that go beyond their self-interest for the sake of benefiting their favourite sport teams. This research aims to explore fans{u2019} engagement behaviours with their favourite sport teams and identify its antecedents and consequences. Fan engagement encompasses three dimensions which are management cooperation, prosocial behaviour and performance tolerance. The researcher deployed both qualitative and quantitative methods in this study. A judgmental sampling technique along with snowballing were used into the qualitative in-depth interviews with twenty two football fans during the first exploratory phase. The content analysis of the interviews{u2019} transcriptions supported the role of commitment, team identification, fan role readiness, positive affect and intimacy as predictors for FE behaviours. While rejecting other constructs (trust, reciprocity and BIRGing) which were revealed in the literature review. Further the content analysis revealed adding new constructs (Team jealousy, team competitiveness, team prestige and team morality) to the model which the fans view as important motivators for them to engage with their teams. Afterwards, in the descriptive phase, a non-probability convenience sample was followed and a total of four hundred seven questionnaires were collected online

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