The ‘Be True To Your School’ Phenomenon: An Empirical Investigation
Dennis N. Bristow
(Department of Marketing, College of Business, St. Cloud State University, St. Cloud, MN 56301–4498, USA)
Steven J. Walker
(Department of Marketing, College of Business, St. Cloud State University, St. Cloud, MN 56301–4498, USA)
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Abstract
As suggested in the lyrics from the popular Beach Boys song, students may be expected, by themselves and/or others, to ‘be true’ to their school; to be loyal to their alma mater. It is likely that the reader can readily recall their own school ‘fight’ song and rousing cheers at sporting events touting the superiority of the home team.
Citation
Bristow, D.N. and Walker, S.J. (1997), "The ‘Be True To Your School’ Phenomenon: An Empirical Investigation", Management Research News, Vol. 20 No. 1, pp. 31-40. https://doi.org/10.1108/eb028515
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited