Holy cow!Wait ’til next year! A closer look at the brand loyalty of Chicago Cubs baseball fans
- 1 June 2001
- journal article
- Published by Emerald in Journal of Consumer Marketing
- Vol. 18 (3), 256-275
- https://doi.org/10.1108/07363760110392976
Abstract
This study examined several factors related to the brand loyalty exhibited by fans of the Chicago Cubs major league baseball team. A total of 371 patrons of a restaurant located in Wrigleyville were surveyed prior to Cubs games at Wrigley Field. Working from a tripartite model of brand loyalty, it was predicted that, compared to less loyal fans, die-hard (extremely loyal) Cubs fans would demonstrate different attitudes and behaviors regarding the Chicago Cubs. Several hypotheses were developed and tested using descriptive statistics, cross-tabulations, and ANOVA procedures. Significant differences between the two fan groups were found in the areas of brand loyalty, baseball knowledge, childhood exposure to Cubs’ games, frequency of Cubs’ game attendance, and likelihood of purchasing Cubs paraphernalia. A variety of managerial implications are drawn from the results and future research suggestions are provided.Keywords
This publication has 23 references indexed in Scilit:
- The Psychology of AttitudesJournal of Marketing Research, 1997
- Antecedents of the Attraction Effect: An Information-Processing ApproachJournal of Marketing Research, 1993
- Perceptions of Relative Influence: Formation and MeasurementJournal of Marketing Research, 1991
- Possessions and the Extended SelfJournal of Consumer Research, 1988
- Distancing after group success and failure: Basking in reflected glory and cutting off reflected failure.Journal of Personality and Social Psychology, 1986
- Measuring Variety-Seeking and Reinforcement Behaviors Using Panel DataJournal of Marketing Research, 1986
- Revision of the Self-Monitoring Scale.Journal of Personality and Social Psychology, 1984
- A Paradigm for Developing Better Measures of Marketing ConstructsJournal of Marketing Research, 1979
- Brand Loyalty: Measurement and ManagementJournal of Marketing Research, 1978
- Measuring the Job Satisfaction of Industrial SalesmenJournal of Marketing Research, 1974