@article {Sukhdial71, author = {Ajay Sukhdial and Damon Aiken and Lynn Kahle}, title = {Are You Old School?}, volume = {42}, number = {4}, pages = {71--81}, year = {2002}, doi = {10.2501/JAR-42-4-71-81}, publisher = {Journal of Advertising Research}, abstract = {A primary goal of sports marketers in to engender fan identification with a team and/or its athletes. Previos research has shown that identification appears most likely when fans perceive a personal sense of similarity with a team or its athletes. The present study investigates a unique attitudinal dimension along which fans identify with teams and athletes-the old school-new school dimension. In this study, the authorsdelve into the meaning of the old school versus new school ideology, explore the various elemental components of the concept, and develop a valid and reliable scale to measure old-school orientation among today{\textquoteright}s sports fans. The Old School Scale developed in this study can be used to match celerity athlete endorsers to target segments and, hence, create advertisements that are more effective.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/42/4/71}, eprint = {https://www.journalofadvertisingresearch.com/content/42/4/71.full.pdf}, journal = {Journal of Advertising Research} }