2005 Student Research Conference:
18th Annual Student Research Conference

Business & Accountancy

Sports Team Brand Loyalty and its Affects on Consumer Behavior
Lisa B. Batchelor
Dr. Debra Cartwright and Dr. Terrance G. Gabel, Faculty Mentors

A number of studies have been and currently are being conducted on sports team loyalty. What is the driving force that has kept sports fans supporting teams from year to year? Through research, I have tried to identify the factors that have been common within different sports fan demographics. I conducted a survey based off of the Psychological Continuum Model, which is broken into four stages: awareness, attraction, attachment, and allegiance. The questions asked on the survey helped to determine what demographics fell into the four different stages of becoming a loyal sports fan.

Keywords: consumer behavior, sports fan, team loyalty

Topic(s):Business Administration

Presentation Type: Poster

Session: 29-1
Location: OP Lobby & Atrium
Time: 1:15

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