search query: @author Sukhdial, A. / total: 3
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| Author: | Sukhdial, A. Aiken, D. Kahle, L. |
| Title: | Are you old school? A scale for measuring sports fans' old-school orientation |
| Journal: | Journal of Advertising Research
2002 : JUL/AUG, VOL. 42:4, p. 71-81 |
| Index terms: | Advertising Marketing Measurement Sports industry Consumer behaviour |
| Language: | eng |
| Abstract: | Sports marketers' primary goal is to engender fan identification (hereafter as: identf.) with a team and/or its athletes. Previous research has shown that identf. appears most likely when fans perceive a personal sense of similarity with a team / its athletes. This study investigates a unique attitudinal dimension along which fans identify with teams and athletes - the old school-new school (here as: o-sch. / n-sch.) dimension. This study delves into the meaning of the o-sch. vs. n-sch. ideology, exploring the various elemental components of the concept. It also developes a valid and reliable scale to measure o-sch. orientation among today's sports fans. The Old School Scale can be used to match celebrity athlete endorsers to target segments and, hence, create ads that are more effective. |
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