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Keywords: Fan identification
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Journal Articles
Fan identification, Schadenfreude toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN)
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Journal:
Journal of Services Marketing
Journal of Services Marketing (2012) 26 (1): 51–59.
Published: 17 February 2012
...Vassilis Dalakas; Joanna Phillips Melancon Purpose The purpose of this paper is to explore potential negative outcomes of high fan identification as well as to identify the causal mechanism or mediator by which high identification may result in such negative responses. Design/methodology...
