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Keywords: Sports fandom
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2025) 15 (2): 225–244.
Published: 06 March 2025
... of creating a strong fan community and nurturing emotional bonds through consistent engagement and shared experiences. Originality/value This study demonstrated how psychological and sociocultural factors combine to sustain support for a losing team. It broadens the understanding of sports fandom...
