Relatively few studies, compared with team identification, examine athlete identification. Furthermore, studies that include athlete identification define it as

Sports, and the fans that follow them, are everywhere. Sport Fans: The Psychology and Social Impact of Fandom examines the affective, behavioral, and cognitive

This research holds a practical significance, as results provide insight on how consumers respond to the occurrence of negative events by a sponsor including wh

While rivalries are a key aspect of the sports world, they are not well understood. It is essential to study how rivalries influence fan behavior in order to pr

Combining knowledge from sport management, marketing, media, leadership, governance, and consumer behavior in innovative ways, this book goes further than any o