Victory may have a thousand supporters, but defeat may have none: Effects of team identification on BIRGing and CORFing, satisfaction and future behavioural intentions

Abstract

Over the past two decades, researchers have employed the Basking in Reflective Glory (BIRGing) and Cutting of Reflective Failure (CORFing) phenomena to illustrate the impression of management process of sport fans. Understanding how spectators interpret BIRGing and CORFing with team identification is important for soccer club owners and managers because it allows them to better understand the sources of overall satisfaction with the team. The purpose of the study was to examine the effects of team identification on BIRGing and CORFing and the relationship with satisfaction and future behavioural intentions. Data were collected from 219 university students through a self-administered questionnaire. Drawing inferences from factor analysis, there is support for BIRGing and CORFing as differentiated impression management process of spectator attitudes as both constructs loaded as distinct factors. Identification with the team showed strong positive relationship with BIRGing, satisfaction and future behavioural intentions. However, identification with the team showed very low correlation with CORFing. The two impression management strategies (BIRGing and CORFing) emphasise the dynamic movement of the self toward a successful team versus moving away from an unsuccessful team, albeit temporarily. Male respondents showed greater propensity to BIRG compared to their female counterparts.