Sports, and the fans that follow them, are everywhere. Sport Fans: The Psychology and
Social Impact of Fandom examines the affective, behavioral, and cognitive reactions of fans …

The idea of brand personality in sport (BPS) has become a popular topic of study among
academicians in the sport management field. While the conceptualization and …

Over the past three decades, researchers have employed the Basking in Reflected Glory
(BIRG)/Cutting of Reflected Failure (CORF) phenomenon to help illustrate the impression …

Through the somewhat novel use of conjoint analysis, this work gains insight into fans' initial
preference formations, the weights given to team attributes, and the complexity of the …

Values have been defined as closely held beliefs that play a major role in guiding behaviors
and influencing attitudes. Previous researchers have noted that a key objective of …

Prior research in consumer decision-making describes the increased utility derived from
consideration of both cognitive and emotive determinants of choice (ie, a dual-process …

Surveys results drawn from NCAA basketball games indicate that fans report to engage in
the somewhat unusual behaviors of basking in reflected failure (BIRF) and cutting off …

While previous research has found support for the existence of tanking in professional sport,
attitudinal complexities surrounding the phenomenon have yet to be investigated. This study …

Over the past decade or so, the study of oldschoolness has emerged as both a significant
values dimension and an important fan segmentation dimension. This paper advances …

Successful management of a retail bank's brand requires some form of brand image, such
as brand personality. Creating a retail bank's brand personality is effective in establishing …