Nos Somos Familia:The Emotional and Familial Foundations of Sports Brand Communities

Research has shown that individual and communities of consumers can exhibit emotional and passionate ties to brands (Fournier 1998; Muniz and O’Guinn 2001). We investigate these relationships in the realm with respect to sports team and player brands (Gladden and Funk 2002; Holt 1995). As such, fans perceive that they have relationships with player (individual) brands, the team brand, or both. Our research questions are: How do people develop and sustain relationships with sports teams and/or players (Fisher and Wakefield 1998)? How is one’s identity connected to a team or player’s identity or performance (Cialdini, et al. 1976; Fisher 1998)?


Nakeisha Ferguson and Geraldine Rosa Henderson (2008) ,"Nos Somos Familia:The Emotional and Familial Foundations of Sports Brand Communities", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research.

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Nakeisha Ferguson, University of Texas at Austin
Geraldine Rosa Henderson, Northwestern University


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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