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Title:Sports Team Brand Commitment: Who Should Hop on the Bandwagon?
Author(s):Braasch, Cara
Contributor(s):Arias, Robert A
Subject(s):Marketing and Psychology
brand commitment
product value
luxury consumption
social identity
Abstract: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. Overall, the instrumental benefits of being a bandwagon fan of a high achieving sports team are not as consistent, as personal, or as strong as the intrinsic benefits that loyal fans experience.
Issue Date:2018-04
Genre:Conference Poster
Rights Information:Copyright 2018 Cara Braasch
Date Available in IDEALS:2018-05-22

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