According to literature on brand loyalty, consumers who are loyal to a brand are likely to consistently select the same product. this type of consistency could come from a positive childhood associati

According to literature on brand loyalty, consumers who are loyal to a brand are likely to consistently select the same product. this type of consistency could come from a positive childhood association. to examine brand loyalty among fans of the chicago cubs, 369 cubs fans among patrons of a restaurant located in wrigleyville were surveyed prior to a game at wrigley field, the cubs' home field. the respondents were classified as "die-hard fans" or "less loyal fans." of the 134 die-hard fans, 89.6% reported that they had watched or listened to cubs games when they were children. among the 235 less loyal fans, 68.1% said that they watched or listened as children. (let d = pdie-hard − pless loyal.)