Sports fans participate in supporting sports teams by demonstrating various attitudinal behaviors such as loyalty …, purchase intention, and stadium attendance. However, although the literature indicates that sports fans who are fanatics can … identification and fan community identification can be used to promote eFANgelism via perceived brand sacredness among sports fans in …

Branding plays a key role in attracting corporate sponsorship and raising revenue for the multi-billion dollar business … of college sports. In this paper, we study the peer effects of brand performance in the dynamic revenue evolution of … major college sports teams that play in the National Collegiate Athletic Association conferences. To examine the peer …