"I Can't Stand My Team, But I Can't Live Without It": Ambivalence Among Highly Identified Sports Fans
The authors conducted in-depth interviews with highly ambivalent fans that were very critical about the team they support. This study aims at better understanding the mechanisms that explain their behaviors. Another goal is to provide a typology of these fans using their rationale and motives to adopt such behaviours.
Frank Pons, Marilyn Giroux, Mehdi Mourali, and André Richelieu (2013) ,""I Can't Stand My Team, But I Can't Live Without It": Ambivalence Among Highly Identified Sports Fans", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Frank Pons, Université Laval, Canada
Marilyn Giroux, Concordia University, Canada
Mehdi Mourali, University of Calgary, Canada
André Richelieu, Université Laval, Canada
NA - Advances in Consumer Research Volume 41 | 2013
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