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,
362 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
138 die-hard fans,
90.2% reported that they had watched or listened to Cubs games when they were children. Among the
224 less loyal fans,
66.4% said that they watched or listened as children.