Develops a classification or typology of the sports fan. Specifically, contends that five different types of sports fans exist: temporary, local, devoted, fanatical, and dysfunctional. The need exists to identify the different types of fans due to the inadequacies of past theories to explain the...

This paper presents a conceptualization of brand extension attributes that emerge when consumers evaluate brand extensions. These emergent attributes are unique in the extension product category and thus represent potential points of leverage for the brand. An empirical study was conducted to...

A survey was conducted in a large US metropolitan area of the West. The objective of the study was to determine if loyalty cards issued by supermarkets are actually associated with customer loyalty and how loyalty cards compare with other factors that retailers could use to enhance supermarket...