Despite the growing body of literature on consumer loyalty, little attention has been given to identifying attitudinal variables useful in predicting allegiance to athletic teams. The changing nature of sport marketing has made it imperative to develop new segmentation variables to augment behavioral information on consumers. The present study examined the predictive validity of eight attitude properties in explaining allegiance to a professional sports team. A composite loyalty measure (commitment and behavior) was utilized to segment the sample (N=379) into high-, moderate-, and low-...Read more
