The Boston Red Sox and New York Yankees have one of the most historic rivalries in all of sports. What’s more, these two iconic franchises also have the best fans, according to a study conducted by two marketing professors at Emory University in Atlanta.
Manish Trispathi and Mike Lewis, co-authored a study of Major League Baseball’s fan bases. Two of the items measured were brand equity (in a measure known as “fan equity”), and growth in fan equity.
“We readily acknowledge that fan base analysis is a complex....