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Journal of the Academy of Marketing Science

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01.10.2010 | Original Empirical Research

Pride in contemporary sport consumption: a marketing perspective

verfasst von: Alain Decrop, Christian Derbaix

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 5/2010

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Abstract

Pride feelings and processes have been under-studied in marketing and consumer research although they have major consequences for marketers and consumers. In this article, a multidimensional process view of pride is offered by reporting the findings of a qualitative interpretive study on soccer fans’ possessions. Four types of pride are put into light, i.e., introspective, vicarious, contagious, and conspicuous. Their antecedents and consequences are developed. A series of theoretical and managerial implications are finally suggested. Making consumers proud of the brand/company may lead to stronger commitment and loyalty, increased consumption (new products, upgrades and merchandise), positive WOM, and co-creation of value.

Vorheriger Artikel Anger, frustration, and helplessness after service failure: coping strategies and effective informational support

Nächster Artikel Service firms and customer loyalty programs: a regulatory fit perspective of reward preferences in a health club setting

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Tifo is the Italian word for support (tifosi are the supporters). It is used in the soccer jargon to indicate any achievement a supporters’ group sets up in order to raise the atmosphere during a game.

This popular expression in the soccer jargon refers to the 11 players on the field supported by the crowd of fans.

The zebra refers to the mascot of Charleroi.

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Titel: Pride in contemporary sport consumption: a marketing perspective
verfasst von: Alain Decrop
Christian Derbaix
Publikationsdatum: 01.10.2010
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 5/2010
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-009-0167-8

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