Purpose – The purpose is to examine the behaviors of consumers engaged in fan activity and determine if there are attitudinal and behavioral characteristics common across the differing fan subcultures. Design/methodology/approach – The characteristics affecting fan behavior are examined...

Purpose – The purpose of this paper is to propose a model for the behaviors of consumers engaged in fan activity and test to see if that model simulates the movement of consumers among the proposed levels of fan behaviors. Design/methodology/approach – Support for the proposed model is...