ABSTRACT
Existing literature on fan associations tends to neglect consumer segmentation such as BIRFing and CORSing. Thus, empirical research on fan associations (or dissociations) among sport fans who exhibit more deviant team identification tendency, such as BIRFers or CORSers, will contribute to the body of knowledge. Via a purposive sampling, the current study sought to predict rather unusual fan tendencies (BIRFers’ intention to resist team switch; CORSers’ intention to switch teams). The overall results depicted how BIRFers and CORSers cognitively associate with professional sports teams. Briefly, seven fan association types (e.g., Brand Mark) significantly predicted BIRFers’ resistance with team switching while two fan association types (e.g., Rivalry) significantly predicted CORSers’ intention to team switch.
