Conceptualizing excessive fan consumption behavior |
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| Institution: | 1. Associate Professor and Consultant, Ubelab, Auckland, New Zealand, 42 Woodside Road, Mt Eden, Auckland 1024, New Zealand;2. Associate Professor of Marketing, Stonehill College, 101B Stanger Building, 320 Washington Street, Easton, MA 02357, USA;1. KTH Royal Institute of Technology, Division of Banking and Finance, 100 44 Stockholm, Sweden;2. KTH Royal Institute of Technology, Division of Building and Real Estate Economics, 100 44 Stockholm, Sweden;1. The Business School, University of Gloucestershire, Park Campus, The Park, Cheltenham GL50 2RH, United Kingdom;2. School of Materials, The University of Manchester, PO Box 88, Manchester M60 1QD, United Kingdom |
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| Abstract: | This research develops a theoretical model that provides new insight into excessive consumption and identification based on the consumption of rugby and brand biography of the All Blacks. This paper is grounded in Maori protocols and the spiritual relationship between the All Blacks, New Zealand and Maori. The conceptual model development process is based on the grounded theory approach and analysis of interview evidence from 15 fans in New Zealand. The model posits that the cultural sources of excessive identification or importance in consumption relate to country factors. In terms of response, excessive fan identification has two major outcomes at the individual level, one positive and the other negative. From a negative standpoint, excessive behavior leads to deviant behaviors, such as violence, misplaced priorities, psychological flow and rationalization. From a positive standpoint, however, excessive identification leads to more benign consumption in the form of cultural and social capital and communitas. Future research implications are discussed. |
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| Keywords: | Fan behavior Consumption Excessive Rationalization Maori All Blacks Conceptual model Grounded theory |
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