Pride in contemporary sport consumption: a marketing perspective

Abstract

Pride feelings and processes have been understudied 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.

Sport identification and employee pride: key factors in sport employee psychology

“…However, with pride being such an integral part of the sport environment in general (e.g., Chalip, 2006;Bang and Chelladurai, 2009;Heere et al, 2013;Wann, 2006), is seems likely that pride might also influence a variety of other important workplace outcomes, such as loyalty and commitment as seen in the consumer behaviour literature (e.g., Decrop and Derbaix, 2010). Additional research on the role of sport employee pride is therefore needed to increase our understanding in this area.…”

“…In addition, pride has also been viewed as an important benefit of volunteering at international sporting events (Bang and Chelladurai, 2009) and more generally as one of the tangible effects of the sport fan experience (Wann, 2006). Pride has also been considered a foundational element of fan behaviour, leading to significant outcomes such as loyalty, commitment and increased consumption (Decrop and Derbaix, 2010).…”

The influence of stadium environment on attendance intentions in spectator sport

“…Given the significant moderation effect, logos, banners, and signage that trigger fan loyalty can enhance the stadium atmosphere, resulting in an improved spectator experience. For example, a message on megatron asking fans to shout out and to cheer during the game to show their team pride has been found to be an effective tactic for creating fan emotion (Decrop and Derbaix, 2010;Lee et al, 2013) Sport fans develop special meanings for places where sporting events occur. From a marketing perspective, these places, for example stadiums, are where sport spectators experience various service.…”

Explaining NFL fans' purchase intentions for revered and reviled teams: A dual-process perspective

“…Also, driving sport consumption are entertainment value , pride (Decrop and Derbaix, 2010), participation in fantasy football (Nesbit and King, 2010), fan loyalty and involvement (Funk and James, 2001;Mahoney et al, 2000), suspense (Peterson and Raney, 2008), and perceived quality and self-image congruence (Dae and Kang, 2009). Moreover, game attendance is positively affected by mood, self-esteem, identity salience, and satisfaction (Laverie and Arnett, 2000;Trail et al, 2005).…”