No abstract

The study focused on the measurement of fan loyalty to two Major League Baseball teams --the Chicago Cubs and the Arizona Diamondbacks. Fans of each of the teams were surveyed and the level of team loyalty exhibited by the two groups of fans was compared. Based upon the win/loss records of the two teams, coupled with the fan attendance statistics at each team's home ball park, it was predicted that Cubs fans would demonstrate significantly higher levels of team loyalty than would Diamondbacks fans. Findings related to fan loyalty, fan knowledge of the game, competitiveness of the fans, and fan attendance are reported and managerial implications are provided.