Abstract
Pride feelings and processes have been under-studied in marketing and consumer research although they have major consequences for marketers and consumers. In this article, a multidimensional process view of pride is offered by reporting the findings of a qualitative interpretive study on soccer fans' possessions. Four types of pride are put into light, i. e., introspective, vicarious, contagious, and conspicuous. Their antecedents and consequences are developed. A series of theoretical and managerial implications are finally suggested. Making consumers proud of the brand/company may lead to stronger commitment and loyalty, increased consumption (new products, upgrades and merchandise), positive WOM, and co-creation of value. © 2009 Academy of Marketing Science.
Original language | English |
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Pages (from-to) | 586-603 |
Number of pages | 18 |
Journal | Journal of the Academy of Marketing Science |
Volume | 38 |
Issue number | 5 |
DOIs | |
Publication status | Published - 2010 |
Keywords
- Brand loyalty
- Consumption experience
- Identity
- Interpretive research
- Pride