Female fans’ perceptions of and reactions to rival teams

Abstract

This paper investigates how female college students in the USA differ in their perceptions and behaviours toward rival schools using a nationwide sample. Preliminary analysis suggests that female fans are more positive than male fans toward their rival schools. The paper also identifies significant differences depending on the school year of the respondent and the competition level of the school attended (eg Power 5 Conference versus non-Power 5 Conference). The discussion focuses on the theoretical and practical implications of the findings and discusses future avenues of investigation.

Publication Title

Journal of Cultural Marketing Strategy

This document is currently not available here.

Share

COinS