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Keywords: Sport
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Journal Articles
Holy cow!Wait ’til next year! A closer look at the brand loyalty of Chicago Cubs baseball fans
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2001) 18 (3): 256–275.
Published: 01 June 2001
... and future research suggestions are provided. © MCB UP Limited 2001 Customer loyalty USA Sport Brands A veritable shrine to the Chicago Cubs A quick perusal of the van parked in the driveway provides a more than subtle hint that the homeowner is a Chicago Cubs fan: the Georgia...
Journal Articles
Is the athlete’s sport important when picking an athlete to endorse a nonsport product?
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1996) 13 (6): 28–43.
Published: 01 December 1996
...James H. Martin Businesses will spend millions of dollars associating their products with athletes through product endorsements. Finding the “best” athlete to make the endorsement is a crucial decision. Several theoretical perspectives suggest that the sport from which the athlete comes may...
