A model of fan identification : antecedents and sponsorship outcomes

  title={A model of fan identification : antecedents and sponsorship outcomes},
  author={K. Gwinner and Scott R. Swanson},
This study examines the impact of fan identification on four distinct sponsorship outcomes: sponsor recognition, attitude toward the sponsor, sponsor patronage, and satisfaction with the sponsor. In addition, consistent with the identification literature we investigate the antecedents of prestige, domain involvement, and fan associations for predicting fan identification among sports spectators. Utilizing structural equation modeling the findings support the premise that highly identified fans… CONTINUE READING
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