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Full-Text Articles in Sports Management
Evaluation Of Attitudes Toward Women’S Collegiate Athletics, Ceyda Mumcu, Gregory Greenhalgh
Evaluation Of Attitudes Toward Women’S Collegiate Athletics, Ceyda Mumcu, Gregory Greenhalgh
Sport Management Faculty Publications
While previous research has established a clear connection between attitudes and consumption intention for men’s spectator sports (Dwyer, 2013; Lim, Martin, & Kwak, 2010; Mahony & Howard, 1998; Mahony & Moorman, 1999; Mahony & Moorman, 2000), the attitude-consumption intention relationship has not been studied in the women’s collegiate sports context. The purpose of the current study was to investigate consumer’s attitudes towards women’s collegiate basketball, examine the impact of the components of attitude on consumers’ future consumption intentions, and assess the differences in attitude and consumption intention based on gender and past consumption behavior. Findings supported the Two-Component Model of …