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Brian M. Mills, Scott Tainsky, B. Christine Green, and Becca Leopkey

to apply the advances in these methods to the sport management context. Specifically, these methods provide a powerful tool in the development of a thorough understanding of fan behavior, measuring differences in actions based on various circumstances rather than making strong assumptions about the

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Ben Larkin and Janet S. Fink

showing that it may sometimes take a different form, with wide-ranging implications for our understanding of sport fan behavior moving forward. Theoretical Framework Team Identification Identity in sport fandom has been conceptualized primarily as either a role-based identity (rooted in identity theory

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Jim Riordan

activities can influence their behavior toward others. Sport Rivalry Man was originally used in comic stories to detail historical rivalries in collegiate and professional sports. The next goal for Sport Rivalry Man was to make him the main source of a fan’s conscience in stories about fan behavior. Hence

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Seong-Hee Park, Daniel Mahony, and Yu Kyoum Kim

Most literature on sport fan behaviors has focused on highly identified or loyal sport fans. While the literature has found that factors influencing current sport fans and their behaviors are related to, and based on, various psychological, social, and cultural factors, only a limited number of studies have investigated what factors initially attract individuals to consume sport. Curiosity has been found to be one of the crucial motivators that initially influence human exploratory behaviors in many domains. Using theories of curiosity, the present review aims to shed light on the role of curiosity in explaining various sport fan behaviors.

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Matthew Katz, Bob Heere, and E. Nicole Melton

of this study indicate that relationships and ego networks influence fan behaviors in each setting. Looking ahead, future researchers could better consider tie strength and multiplexity. We treated all ego-alter ties as binary in this study, yet future research may yield new insights by better

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Dan Cason, Minkyo Lee, Jaedeock Lee, In-Sung Yeo, and Edward J. Arner

identified personal traits of interest, including sports fandom and motivation, as main drivers to understand sport fan behavior (e.g., gambling, spectating). For instance, Drayer et al. ( 2010 ) studied fantasy football participants and how their behavioral experience activates attitudes toward the NFL

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Craig Hyatt, Shannon Kerwin, Larena Hoeber, and Katherine Sveinson

. In the second theme, parents spoke of their child’s influence on changing their fan behaviors (such as becoming calmer while spectating) or attitudes to elements of the sport. Both themes will now be discussed through a more detailed examination of examples of each. Developing New or Additional

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Kirk Wakefield

Passion drives sport consumption, but we lack valid relevant measures of passion. The results of two studies provide evidence of a reliable and valid multiple-item passion scale that may be used in the study of sports-related consumption behavior. In Study 1 a multi-item fan passion scale was compared with established social identification fan classification scales to provide evidence of discriminant and predictive validity. Because the passion scale outperformed other relevant fan classification measures, in Study 2 the fan passion scale was compared with current single-item measurement practices employed by National Football League and Major League Baseball teams, and some academics, to classify fans. Findings confirmed the veracity of the multi-item passion measure over categorical and interval fan avidity measures used by leagues and syndicated research providers. Taken together, the studies validate an accurate measure of fan passion that may be used to segment and predict fan behaviors, including consumption of traditional media (television, radio, news, and the team’s website) and consumption of the team’s official social media outlets.

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Dae Hee Kwak and Sean Pradhan

. ( 2004 ). Beyond BIRGing and CORFing: Continuing the exploration of fan behavior . Sport Marketing Quarterly, 13 ( 3 ), 151 – 157 . Carrillat , F.A. , d’Astous , A. , & Couture , M.P.C. ( 2015 ). How corporate sponsors can optimize the impact of their message content: Mastering the message

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Brendan Dwyer, Gregory P. Greenhalgh, and Carrie W. LeCrom

Brand evangelism, an advanced form of marketing where consumers voluntarily advocate on behalf of the brand, can bring numerous benefits to a firm. Pro-brand behaviors such as word-of-mouth promotion, recruitment of consumers, and disparagement of rivals are just a few of the many actions associated with brand evangelism. With highly impassioned and provocative fans, an opportunity exists to explore brand evangelism within the spectator sport context. The purpose of this study was to develop and validate a scale to measure sport team (brand) evangelism. Guided by Fournier’s (1998) brand extension of relationship theory and following Churchill’s (1979) eight-step method for developing marketing measures, two focus groups of fans were interviewed and an additional 450 sport fans were surveyed through two distinct data collections in an attempt to identify sport team evangelistic behaviors, and test a measure of such behaviors. The assessment of the instrument included two forms of reliability analysis and three modes of validity analysis as the scale was parsimoniously reduced from 88 initial behaviors to four factors and 14 items.