This study investigates how an Ivy League school's football season ticket holders demonstrate their attachment and allegiance to the intercollegiate athletic product through the application of stakeholder theory as a marketing-based construct. This paper merges the tenets of stakeholder theory and the theoretical constructs of attachment and allegiance initially investigated in Covell (2004) to understand the interests and values of these stakeholders, how they demonstrate attachment and allegiance to the sport property, and how they perceive the importance of winning in relation to their...Read more
