{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,24]],"date-time":"2026-02-24T03:32:42Z","timestamp":1771903962206,"version":"3.50.1"},"reference-count":99,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2024,1,8]],"date-time":"2024-01-08T00:00:00Z","timestamp":1704672000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Hum. Neurosci."],"abstract":"<jats:sec><jats:title>Introduction<\/jats:title><jats:p>We analyzed the importance of fan identity and brand strength on fans\u2019 neural reactions to different team-related stimuli.<\/jats:p><\/jats:sec><jats:sec><jats:title>Methods<\/jats:title><jats:p>A total of 53 fMRI scans with fans of two professional sport teams were conducted. Following up on a previous study we focused on the differences between fandom levels as well as the contrast between two team \u201cbrand\u201d strength. Neural responses were compared among individuals based on their levels of fan identity. In sum, group comparisons between relatively high and lower identity and between weak and strong teams were made based on the notion that the latter reflects team brand strength (strong brand and weak brand).<\/jats:p><\/jats:sec><jats:sec><jats:title>Results<\/jats:title><jats:p>Findings indicate that brain activity in emotion regulation, memory, and cognitive control circuits is influenced by the relative level of fan identity.<\/jats:p><\/jats:sec><jats:sec><jats:title>Discussion<\/jats:title><jats:p>Higher-level identified fans showed increased reactivity to positive stimuli and the under-recruitment of their cognitive appraisal circuits, suggesting more vulnerability to marketers\u2019 messages. The strength of the team brand activates different neural mechanisms. Interestingly, the posterior cingulate showed larger recruitment both for weaker brands and lower fan identification, suggesting that visual memory processes are more active in these cases. Neurally processed content depends on the relative brand\u2019s strength, highlighting the importance of brand-focused communications.<\/jats:p><\/jats:sec>","DOI":"10.3389\/fnhum.2023.1235139","type":"journal-article","created":{"date-parts":[[2024,1,8]],"date-time":"2024-01-08T05:28:40Z","timestamp":1704691720000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":1,"title":["Neural correlates of fanhood: the role of fan identity and team brand strength"],"prefix":"10.3389","volume":"17","author":[{"given":"Ricardo","family":"Cayolla","sequence":"first","affiliation":[]},{"given":"Rui","family":"Biscaia","sequence":"additional","affiliation":[]},{"given":"Roy F.","family":"Baumeister","sequence":"additional","affiliation":[]},{"given":"Hang-Yee","family":"Chan","sequence":"additional","affiliation":[]},{"given":"Isabel C.","family":"Duarte","sequence":"additional","affiliation":[]},{"given":"Miguel","family":"Castelo-Branco","sequence":"additional","affiliation":[]}],"member":"1965","published-online":{"date-parts":[[2024,1,8]]},"reference":[{"key":"B1","doi-asserted-by":"publisher","DOI":"10.2307\/1252048","author":"Aaker","year":"1991","journal-title":"Managing brand equity."},{"key":"B2","doi-asserted-by":"publisher","first-page":"457","DOI":"10.1007\/s40622-015-0113-1","article-title":"Neuromarketing and consumer neuroscience: Current understanding and the way forward.","volume":"42","author":"Agarwal","year":"2015","journal-title":"Decision"},{"key":"B3","author":"Ahuvia","year":"1993","journal-title":"I love it! 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