文章基本信息

标题：Thirty Games Out and Sold Out For Months! An Empirical Examination of Fan Loyalty to Two Major League Baseball Teams
本地全文：下载
作者：Denny Bristow ; Kenneth Schneider ; Richard Sebastian 等
期刊名称：Journal of Management Research
电子版ISSN：1941-899X
出版年度：2010
卷号：2
期号：1
页码：2
语种：English
出版社：Macrothink Institute
摘要：The study focused on the measurement of fan loyalty to two Major League Baseball teams -- the Chicago Cubs and the Arizona Diamondbacks. Fans of each of the teams were surveyed and the level of team loyalty exhibited by the two groups of fans was compared. Based upon the win/loss records of the two teams, coupled with the fan attendance statistics at each team’s home ball park, it was predicted that Cubs fans would demonstrate significantly higher levels of team loyalty than would Diamondbacks fans. Findings related to fan loyalty, fan knowledge of the game, competitiveness of the fans, and fan attendance are reported and managerial implications are provided.