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Synapse
October 3, 2025

The Path of Fandom

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Authors

BBBrandom BrownGBGregg Bennett

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Overview

Analysis reveals how winning and losing teams impact fan identification, suggesting sport marketers should consider fan perception and behavior.

Key Points

  • Fans of winning teams show a higher sense of team identification, while losing teams lead to lower identification levels.
  • The study establishes principles that demonstrate the dynamics of fan identification and its factors.
  • Understanding fan behavior is crucial for sport marketers aiming to strengthen fan relationships with teams.
  • Consequences of team performance on fan behavior are explored, providing insights for organizational strategies.

Cite This Study

Brown et al. (2011) studied this question.

synapsesocial.com/papers/68e03505f0e39f13e7fa3f31https://doi.org/10.20429/amtp.2011.46
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