Pride in Contemporary Sport Consumption: A Marketing Perspective

Alain Decrop, Christian Derbaix

Research output: Contribution to journalArticlepeer-review


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 languageEnglish
Pages (from-to)586-603
Number of pages18
JournalJournal of the Academy of Marketing Science
Issue number5
Publication statusPublished - 2010


  • Brand loyalty
  • Consumption experience
  • Identity
  • Interpretive research
  • Pride

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