Purpose: The purpose of this study is to analyze how collective self-esteem and fan loyalty influence post- game behaviors—Basking in Reflected Glory (BIRGing) and Cutting Off Reflected Failure (CORFing)—and how these behaviors affect spectators’ willingness to pay a premium (WTPP) in the Korean Baseball Organization (KBO) League. Method: Data were collected through a survey of 341 adults who had attended at least one KBO League game within the past year. The measurement and structural models were validated using confirmatory factor analysis (CFA) and structural equation modeling (SEM) with AMOS 26.0. Model fit was evaluated using standardized coefficients and established fit indices to ensure the statistical rigor of the hypothesized paths. Results: The results indicated several key findings. First, collective self-esteem had significant positive effects on both behavioral and attitudinal loyalty. Second, behavioral loyalty strongly enhanced attitudinal loyalty. Third, behavioral loyalty positively influenced both BIRGing and CORFing, whereas attitudinal loyalty increased BIRGing while reducing CORFing. Furthermore, both BIRGing and CORFing exerted significant positive effects on WTPP, suggesting that post-game fan reactions are important predictors of premium consumption intentions. Conclusion: The findings demonstrate that professional baseball spectators internalize team identity through collective self-esteem, which subsequently leads to distinct loyalty pathways and post-game behavioral responses. Notably, both positive and defensive fan behaviors are associated with an increased willingness to pay a premium, indicating that fan identity and emotional investment drive symbolic and economic consumption regardless of game outcomes. These results underscore the importance of marketing strategies that reinforce identity-based fan experiences and sustain engagement in both winning and losing contexts.
Ko et al. (2026) studied this question.