This research examines the difference in benefits for bandwagon fans and loyal fans when supporting a high-achieving sports team. Information for this project was gathered using a literary analysis of documents from social psychology and marketing fields. To understand the impact fan identification has on consumer benefits, I analyzed the conditions for team commitment development. This is dependent on two factors: value perception and community integration. Bandwagon fans’ short-term commitment is strongly related to conspicuous consumption and context-dependent enhancement value of the product, while loyal fans’ long-term commitment is the result of a self-brand identification and schema-dependent enhancement value of the product. Ove...
Why do sport managers invest in merchandising activities and how do those activities affect sport fa...
Empirical evidence confirms that brand loyalty is broadly understood in the context of positive side...
The sports industry is highly profitable, with a large and diverse fan base. Many people claim to be...
This research examines the difference in benefits for bandwagon fans and loyal fans when supporting ...
This study builds on Funk and James (2001) and Bauer et al.'s (2008) attempts at modeling the relati...
This study builds on Funk and James (2001) and Bauer et al.'s (2008) attempts at modeling the relati...
Purpose – The purpose of this paper is to extend brand identification theory to the sports team con...
Results of this study highlight the importance of brand image for brand loyalty in the case of team ...
The aim of this study was to show how loyalty of a brand in the sports spectrum can affect that bran...
[[abstract]]This study extends literature on the effects of fan identification on fan loyalty, and a...
Purpose Statement: The purpose of this professional paper is to review psychological and marketing t...
Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand...
Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand...
A longitudinal field experiment examined sports fans’ attitudes toward favored- and opposing-team sp...
Researchers have suggested that brand equity is vital for professional sport teams by focusing on t...
Why do sport managers invest in merchandising activities and how do those activities affect sport fa...
Empirical evidence confirms that brand loyalty is broadly understood in the context of positive side...
The sports industry is highly profitable, with a large and diverse fan base. Many people claim to be...
This research examines the difference in benefits for bandwagon fans and loyal fans when supporting ...
This study builds on Funk and James (2001) and Bauer et al.'s (2008) attempts at modeling the relati...
This study builds on Funk and James (2001) and Bauer et al.'s (2008) attempts at modeling the relati...
Purpose – The purpose of this paper is to extend brand identification theory to the sports team con...
Results of this study highlight the importance of brand image for brand loyalty in the case of team ...
The aim of this study was to show how loyalty of a brand in the sports spectrum can affect that bran...
[[abstract]]This study extends literature on the effects of fan identification on fan loyalty, and a...
Purpose Statement: The purpose of this professional paper is to review psychological and marketing t...
Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand...
Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand...
A longitudinal field experiment examined sports fans’ attitudes toward favored- and opposing-team sp...
Researchers have suggested that brand equity is vital for professional sport teams by focusing on t...
Why do sport managers invest in merchandising activities and how do those activities affect sport fa...
Empirical evidence confirms that brand loyalty is broadly understood in the context of positive side...
The sports industry is highly profitable, with a large and diverse fan base. Many people claim to be...
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