Following the Best Team Or Being the Best Fan? Implications of Maximizing Tendency For Fan Identification and Sport Marketing Strategy

Ian Norris, Berea College
Dan Wann, Murray State University
Ryan Zapalac, Sam Houston State University
Maximizing may promote being the best fan, not following the best team.
[ to cite ]:
Ian Norris, Dan Wann, and Ryan Zapalac (2014) ,"Following the Best Team Or Being the Best Fan? Implications of Maximizing Tendency For Fan Identification and Sport Marketing Strategy", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 802-802.