Toward a Better Understanding of Fair-Weather Fandom: Exploring the Role of Collective Narcissism in Basking in Reflected Glory and Cutting Off Reflected Failure

in Journal of Sport Management

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Ben LarkinSport Management Department, Girard School of Business, Merrimack College, North Andover, MA, USA

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Janet S. FinkMark H. McCormack Department of Sport Management, Isenberg School of Management, University of Massachusetts, Amherst, MA, USA

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Elizabeth DeliaMark H. McCormack Department of Sport Management, Isenberg School of Management, University of Massachusetts, Amherst, MA, USA

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DOI:
https://doi.org/10.1123/jsm.2021-0102
Keywords:
fan identification; collective narcissism; BIRG; CORF; fan behavior
First Published Online:
28 Apr 2022
In Print:
Volume 36: Issue 6
Page Range:
575–586
Restricted access

Researchers have found highly identified sport fans exhibit almost unwavering loyalty. Such loyalty has been exhibited by fans basking in reflected glory (BIRGing) following team wins, but not cutting off reflected failure (CORFing) following team losses. In short, they stick with the team through thick and thin, and thus would not be construed as fair-weather fans (those who associate with the team when they are winning, but disassociate when they are losing). Despite their presence, little is known about fair-weather fans, including the roots of their fandom. In the current study, we explore the role of collective narcissism—a type of in-group identification characterized by an insecure self-esteem—in predicting BIRGing and CORFing patterns. We find collective narcissism to be a predictor of BIRGing and CORFing patterns characteristic of fair-weather fandom. This extends research on collective narcissism, BIRGing, and CORFing, while also providing actionable insight for practitioners seeking to combat fair-weather fandom.

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