Brand loyalty and the Chicago Cubs. According to literature onbrand loyalty, consumers who are loyal to a brand are likely toconsistently select the same product. This type of consistencycould come from a positive childhood association. To examine brandloyalty among fans of the Chicago Cubs, 371 Cubs fans among patronsof a restaurant located in Wrigleyville were surveyed prior to agame at Wrigley Field, the Cubs’ home field.34 The respondentswere classified as “die-hard fans” or “less loyal fans.” Ofthe 134 die-hard fans, 90.3% reported that they had watched orlistened to Cubs games when they were children. Among the 237 lessloyal fans, 67.9% said that they had watched or listened aschildren.

(a) Find the numbers of die-hard Cubs fans who watched orlistened to games when they were children. Do the same for the lessloyal fans.

(b) Use a significance test to compare the die-hard fans withthe less loyal fans with respect to their childhood experiencesrelative to the team.

(c) Express the results with a 95% confidence interval for thedifference in proportions.

Brand loyalty in action. The study mentioned
in the previous exercise found that two-thirds of the die-hard fansattended Cubs games at least once a month, but only 20% of the lessloyal fans attended this often. Analyze these data using asignificance test and a confidence interval. Write a short summaryof your findings.