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An executive sum m ary for m anagers and executive A model of fan identification : readers can be found at the end of this article antecedents and sponsorship outcomes Kevin Gwinner Assistant Professor of Marketing, Department of Marketing and International Business, College of Business Administration, Kansas State University, Manhattan, Kansas, USA. Scott R. Swanson Assistant Professor of Marketing, Department of Marketing, College of Business and Economics, University of Wisconsin Whitewater, Whitewater, Wisconsin, USA.
A model of fan identification: antecedents and sponsorship outcomes Kevin Gwinner Assistant Professor of Marketing, Department of Marketing and International Business, College of Business Administration, Kansas
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