| 806 | Saturday, April 3, 2004 |
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| 11:45 AM-12:45 PM | Convention Center:R02 |
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| A Comparison of Women's and Men's College Basketball Fans |
| Research on fans of women's sports is emerging (Armstrong, 1999; Funk, Mahony, & Ridinger, 2002; James & Ridinger, 2002), but many questions remain unanswered. Do fans of women's sports differ from fans of men's sports? What are the motives that drive attendance, consumptive behavior, and psychological commitment? Should marketing efforts differ for men's and women's sports? The purpose of this study was to analyze and compare the demographic and psychographic profiles of men's and women's college basketball fans. In addition, gender comparisons were made within each fan base. This presentation will focus on results, marketing implications, and recommendations for continued support of women's sports. |
Keyword(s): gender issues, research, sport management
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| Panelists: Daniel C. Funk, University of Texas, Austin, TX; and Lynn L. Ridinger, Old Dominion University, Norfolk, VA |