Beyond BIRGing and CORFing: Continuing the Exploration of Fan Behavior

By Richard M. Campbell, Damon Aiken, A. Kent. Sport Marketing Quarterly, 2004

136 citations recorded by the source corpus.

While much previous research has been conducted related to the tendencies for sports fans to bask in reflected glory (BIRG) and cut off reflected failure (CORF), the present work derives a model of fan behavior inclusive of two new concepts that extend existing theory: basking in spite of reflected failure (BIRF) and cutting off reflected success (CORS). The authors provide examples of image-management behaviors associated with BIRF and CORS and suggest multiple explanations for these relatively unusual consumer actions. Further, the authors develop formal propositions to guide future study. The authors conclude with a brief discussion of strategic sport marketing applications as well as a theoretical expansion into additional areas of fanship.

Subfields: Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/8565882a22cd6f88e1edc84eefb138f4f25f9405

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Sociology and Political Science

  1. R. Biscaia
  2. Brian S. Gordon
  3. Masayuki Yoshida

Citations in the corpus