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Factors Influencing Baseball Fans' Brand Loyalty: A Comparison Of Florida Marlins And Tampa Bay Devil Rays, Yun-Tsan Lin
Factors Influencing Baseball Fans' Brand Loyalty: A Comparison Of Florida Marlins And Tampa Bay Devil Rays, Yun-Tsan Lin
Graduate Student Dissertations, Theses, Capstones, and Portfolios
Factors influencing Major League Baseball fans' brand loyalty is important because these fans bring significant financial benefits to the industry every year, and stimulate economic growth in the United States. An intercept and quota sampling plan resulted in a sample of 285 Florida Marlins fans and 213 Tampa Bay Devil Rays fans for this comparative and correlational study. The purpose was to test for an explanatory relationship among fans' characteristics, influencing factors, and the loyalty of fans to a winning team and to a losing team. Comparative and multiple regression analyses tested hypothesized relationships among fan characteristics, brand association attributes, …