Mark Jaewon Chang
Daniel P. Connaughton
Ilyoung Ju
Jihye Kim
and Joon-Ho Kang

The aim of this study was to examine the effect of self-continuity messages on fans’ pride and word-of-mouth recommendations (WOM), and whether messages regarding sport team performance and corporate social responsibility (CSR) can enhance the effect of self-continuity messages. The results indicated that self-continuity can enhance fans’ pride, and WOM accordingly, and messages evoking self-continuity and CSR could enhance fans’ pride and WOM. Additionally, the results also indicated that CSR messages can enhance the impact of self-continuity on fans’ pride when fans heard that their...Read more

Jaewon Chang
Joon-Ho Kang
Yong Jae Ko
and Dan Connaughton

Although pride is considered an important concept in the business marketing literature, this emotional construct has not been explored in the context of sport fan behavior. In particular, very few studies have investigated the antecedents and consequences of pride. To fill the conceptual void, in the current study, the researchers investigated the relationships among pride, team performance/corporate social responsibility (CSR), and word of mouth (WOM) recommendation. The moderating effect of team identification was also examined. The results suggest that both fans’ perception of team...Read more