Pride in Contemporary Sport Consumption: A Marketing Perspective

Alain Decrop, Christian Derbaix

Résultats de recherche: Contribution à un journal/une revueArticleRevue par des pairs


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.

langue originaleAnglais
Pages (de - à)586-603
Nombre de pages18
journalJournal of the Academy of Marketing Science
Numéro de publication5
Les DOIs
Etat de la publicationPublié - 2010

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