... in fan behavior, there are various signs of increasing emotional estrangement between fans and clubs. This estrangement precedes an exit in a procedural structure and is driven by issues relating to the commercialization, governance and attractiveness of soccer. The dynamics of estrangement are countered...

... of team apparel. The findings also demonstrated gender differences in both how a fan identifies a prototypical fan and how that dictates fan identity, attitudes and behavior. Additionally, prototypical fandom might need to be defined differently for males and females. Originality/value This study...