Not simply a party: Tailgaters contribute to team victory and even university brand, new study shows

(Phys.org)—As tailgaters everywhere ramp up for another weekend of college football, University of Notre Dame marketing professor and cultural anthropologist John Sherry has just concluded first-of-its-kind research that shows those huge pre-game parking lot parties build community, nurture tradition, and actually contribute to a college or university brand—at least for the fans.

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