For years now, sports fans and the popular press have utilized the term old school to describe certain athletes, a distinctive style of play, and a particular set of values. The present study further defines this unique dimension along which fans identify with teams and athletes. The authors explore the elemental roots of the old school ideology and, through the use of a survey taken at an NCAA Division I sporting event, delve into sports fans’ qualitative definitions of the concept. Finally, the old school ideology is discussed as a viable strategic segmentation dimension.
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Aiken et al. (2004) studied this question.
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