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Keywords: Sports marketing
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Journal Articles
Fan identification, Schadenfreude toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN)
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2012) 26 (1): 51–59.
Published: 17 February 2012
..., teams, and sponsors. While critics could go as far as blaming sports marketers for poor behavior by fans, our position is not that sports marketers should discourage fans from becoming highly identified with their team. Instead, we examine how marketers of sports teams can better understand the process...
