RT Journal Article SR Electronic T1 Are You Old School? JF Journal of Advertising Research JO J Advert Res FD WARC SP 71 OP 81 DO 10.2501/JAR-42-4-71-81 VO 42 IS 4 A1 Ajay Sukhdial A1 Damon Aiken A1 Lynn Kahle YR 2002 UL http://www.journalofadvertisingresearch.com/content/42/4/71.abstract AB 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'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.