Beyond BIRGing and CORFing: Continuing the Exploration of Fan Behavior

R.M. Campbell · Damon Aiken

109 citations0/0 files storedSport Marketing Quarterly

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Sports, Gender, and Society Consumer Behavior in Brand Consumption and Identification Sports Analytics and Performance

Abstract

While much previous research has been conducted related to the tendencies for sports fans to bask in reflected glory (BIRG) and cut off reflected failure (CORF), the present work derives a model of fan behavior inclusive of two new concepts that extend existing theory: basking in spite of reflected failure (BIRF) and cutting off reflected success (CORS). The authors provide examples of image-management behaviors associated with BIRF and CORS and suggest multiple explanations for these relatively unusual consumer actions. Further, the authors develop formal propositions to guide future study. The authors conclude with a brief discussion of strategic sport marketing applications as well as a theoretical expansion into additional areas of fanship.

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References

1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 1958The psychology of interpersonal relations.1982Self-Concept in Consumer Behavior: A Critical Review 1976Basking in reflected glory: Three (football) field studies.1989Measurement of Consumer Susceptibility to Interpersonal Influence 1999Analyzing the Commitment-Loyalty Link in Service Contexts 1977Students and Housewives: Differences in Susceptibility to Reference Group Influence 1995Preference for consistency: The development of a valid measure and the discovery of surprising behavioral implications.

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2021Social media content strategy for sport clubs to drive fan engagement 2014Examining the Longitudinal Structure, Stability, and Dimensional Interrelationships of Team Identification 2018Examining fan engagement through social networking sites 2016‘I was there from the start’: The identity-maintenance strategies used by fans to combat the threat of losing 2011In the Absence of Achievement: The Formation of New Team Identification

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