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Craig Martin Researches NFL Fan Loyalty and Purchasing

Bowling Green, KY (November 29, 2012) – Craig Martin, Professor of Marketing and Sales in the Gordon Ford College of Business authored an article recently accepted for publication in the Journal of Marketing Development and Competitiveness. The article, “Investigating National Football League (NFL) Fan Loyalty,” looks at how team loyalty and social motivation influences buying habits.

More than 300 NFL fans were surveyed to determine their consumption motivation and commitment to the team. Martin’s results indicate that socially motivated consumers – those consumers who make purchases based on what others around them think – are more likely to feel a sense of belonging to their favorite team. This emotionally committed fan, in turn, is willing to express significant psychological and purchasing loyalty to the team.

Martin earned his Ph.D. in Marketing from the University of Memphis. He specializes in sales and sales management, the consumer socialization of adolescents, advertising to adolescents, and sports marketing.

The Gordon Ford College of Business prepares its students for careers in accounting, economics, finance, information systems, international business, management, and marketing.  For more information, visit or call 270.745.6311.

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 Last Modified 9/24/14