Kenon A. Brown is associate professor and Reese Phifer Fellow in the Department of Advertising and Public Relations at the University of Alabama.Andrew C. Billings is executive director of the Alabama Program in Sports Communication and Ronald Reagan Chair of Broadcasting in the Department of Journalism & Creative Media at the University of Alabama.Melvin Lewis is assistant professor in the Department of Human Nutrition and Hospitality Management and Fellow of the Alabama Program in Sports Communication at The University of Alabama.

• Table of ContentsAcknowledgmentsIntroduction Eccentric Yet Conforming, Irrational Yet Predictable: Anatomy of the Hyper Mediated Sports FanKenon A. Brown, Andrew C. Billings and Melvin LewisUnit I: Antecedents and Outcomes of Fan BehaviorChapter 1The Origins of Sport Fanship: Delineating Tipping Point Sports Identity FactorsJ.C. Abdallah, Andrew C. Billings, Zachary W. Arth and Samuel D. HakimChapter 2National Basketball Association (NBA) Social Platform Fan Desires: Attitudinal and Behavioral IntentionsMelvin Lewis, Kenon A. Brown, Andrew C. Billings and Bumsoo ParkChapter 3Shaping the Shield: Exploring the Impact of Fan Attachment and Consumption towards the Perception of the NFL BrandKenon A. Brown, Melvin Lewis, Andrew C. Billings and Bumsoo ParkChapter 4Loyalty and Locality: Contrasting Sport Fan Behaviors in the United States and ChinaSitong Guo and Andrew C. BillingsUnit II: Media Impact on Building Fan BehaviorChapter 5Resource Dependen