In 2012, Los Angeles Dodger fans were in near revolt.  The team was then purchased by Guggenheim Baseball Management and the Dodgers now lead Major League Baseball in attendance. But is the fan’s renewed enthusiasm a popularity surge or brand loyalty?

For my final practicum for my Masters, Communication Management (MCM) at the University of Southern California, I created a model tailored to measure brand loyalty in sports. Surveys were conducted with 200 participants, all had attended a Dodgers home game in the last two years, to determine the current brand loyalty of the Los Angeles Dodger’s fan base. This model can be fine-tuned and applied to any product.

Check out the Executive Summary (6 minutes) or detailed full project (30 minutes),

Executive Summary (6 Minutes) Press play and use the arrows ( < >) to navigate. If the presentation is not loading please view at Prezi.com

Full Project (27 minutes)