I think in part it is that the flawed study might actually be relevant to them because of the flaw. It studied captive wolves in an unnaturally constrained (and therefore competitive) environment, and that is how some people feel a lot of the time.

Trying to be the alpha in such a situation, so they can look down at the others and feel better, instead of doing anything to try actually improve the world, is an unhealthy reaction, but one I can at least understand.

Trying to be an “alpha” irrespective and create that sort of situation for others, on the other hand, is rather despicable.

Another factor in the longevity of alpha/beta/other designations is that they don't only come from that study (and those that followed it, or it referenced). The terms were used elsewhere both in science and fiction (and, specifically, in well known science fiction such as Huxley's “Brave New World” which pre-dates the publication of Schenkel's infamous wolf study by a decade and a half).