Association of Marketing Theory and Practice Proceedings 2011


The Path of Fandom

Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date



The perception of fans can heavily influence how sport marketers aim to please their fans. Sport organizations need not only to have a sense of a fan’s team identification, but should also be aware of what will either strengthen or weaken their identification. Taken from an organizational identification context, this paper will establish various principles and propositions which will show how fans will either increase identification with a team, or decrease identification with a team. Fans of winning teams, shown through the various propositions put forth, will show a high sense of team identification, whereas fans of losing teams will show a low sense of team identification. In addition, consequences will be put forth to show how a winning or losing team can affect fan behavior.

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Digital Commons@Georgia Southern License

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