TY - JOUR
T1 - Pride in Contemporary Sport Consumption: A Marketing Perspective
AU - Decrop, Alain
AU - Derbaix, Christian
PY - 2010
Y1 - 2010
N2 - 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.
AB - 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.
KW - Brand loyalty
KW - Consumption experience
KW - Identity
KW - Interpretive research
KW - Pride
UR - http://www.scopus.com/inward/record.url?scp=77955820943&partnerID=8YFLogxK
U2 - 10.1007/s11747-009-0167-8
DO - 10.1007/s11747-009-0167-8
M3 - Article
VL - 38
SP - 586
EP - 603
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
IS - 5
ER -