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People try to improve their own image by associating with a winning team, so that they can bask in the reflected glory of the team

People try to improve their own image by associating with a winning team, so that they can bask in the reflected glory of the team (BIRG). This means that this fan motivation factor will influence some sports consumers to become fans of a team. a. Diversion b. Self-esteem enhancement c. Personality d. Fan identification e. Team attractiveness

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