Examination of Women’s Sports Fans’ Attitudes and Consumption Intentions

Mumcu, Ceyda; Lough, Nancy; Barnes, John C.

doi:10.18666/jasm-2016-v8-i4-7221

Cited by 16 publications

(17 citation statements)

References 18 publications

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“…Conversely, the LGBTQ þ group showed significantly lower mean scores on all eight subscales than all three marginalized groups examined. This supports Mumcu and Lough (2017) suggestions to incorporate marketing strategies that are designed with authentic consideration of consumer identity. Furthermore, when compared to the LGBTQ þ group, the intersectional dual identity group had significantly higher means scores on aesthetics, drama, and escape.…”

Section: Discussionsupporting

confidence: 63%

“…Specifically, in a scoping review examining the state of diversity in sport consumer research, Delia et al (2022) found only one of the 535 articles reviewed disclosed information about sexual orientation. In that study, Mumcu and Lough (2017) investigated heterosexual and LGBT consumer attitudes towards a WNBA Pride campaign. Results showed that while LGBT participants expressed more positive evaluations of the campaign, the promotion did not construct a negative effect on heterosexual spectators.…”

Section: Sexual and Gender Identity And Marginalization In Sportmentioning

confidence: 99%

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Diversity matters: highlighting the differences in sport consumption motives of marginalized college students

Fridley

Anderson

Stokowski

et al. 2022

IJSMS

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PurposeThe purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.Design/methodology/approachData were collected from 2,833 students at universities in a mid-major Division I FBS athletic conference through a survey. Two MANOVAs were conducted to examine group differences. While the first MANOVA compared a dominant group (White and non-LGBTQ+) to an underrepresented group (non-white race and/or LGBTQ+), the second MANOVA explored differences in five specific marginalized groups (Asian, Black or African American, Hispanic or Latino, LGBTQ+, intersectional marginalized identities).FindingsThe results indicated that the dominant group scored significantly higher than the combined underrepresented group in four of the eight sport consumption motives examined. However, the comparison of individual underrepresented groups showed significant differences for all eight consumption motives between at least two underrepresented groups.Originality/valueThis study is the first attempt to compare group differences in motivation for sport consumption between specific racially marginalized groups, LGBTQ + community members, and intersectional racial and LGBTQ + identities within college athletics.

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Section: Discussionsupporting

confidence: 63%

Section: Sexual and Gender Identity And Marginalization In Sportmentioning

confidence: 99%

Diversity matters: highlighting the differences in sport consumption motives of marginalized college students

Fridley

Anderson

Stokowski

et al. 2022

IJSMS

View full text Add to dashboard Cite

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“…Measures: Engagement with the team is measured using five items adapted from Dwyer (2013) and Mumcu et al (2016). Intention to purchase team merchandise is measured by Lee et al's (2013) 3-item scale.…”

Section: Methods and Proceduresmentioning

confidence: 99%

“…Measures : Engagement with the team is measured using five items adapted from Dwyer (2013) and Mumcu et al. (2016).…”

Section: Methods and Proceduresmentioning

confidence: 99%

Inclusivity in sports: fan attitudes and behaviors towards nonbinary athletes

Elmadağ

Yaoyuneyong

Burgess

2022

IJSMS

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PurposeThis study aims to examine diversity and inclusivity in sports from a sexual orientation perspective. A literature review summarizes known findings on attitudes and perceptions of and towards nonbinary individuals in sports. Adopting Herek’s (2007) Sexual Stigma perspective, an experiment is conducted exploring the differences in fan attitudes and behavioral intentions towards nonbinary athletes in both women’s and men’s sports.Design/methodology/approachA systematic review of extant literature identified 24 peer-reviewed primary studies examining nonbinary individuals in sports. A 2 (Sport: Women’s vs. Men’s Basketball) × 2 (Nonbinary Indicator: Indicator vs. No-Indicator) experimental study was then designed to further explore fan attitudes towards nonbinary athletes.FindingsThe study revealed that, among sports fans, there was no perceived performance difference in women’s or men’s basketball linked to athletes’ nonbinary status (as measured by athletic ability, future performance, sportsmanship, talent and quickness). However, measures of fan support (sport engagement, intention to buy team merchandise and team fanship) were lower when the athlete was perceived as nonbinary. For women’s basketball, team fanship and intention to buy team merchandise were significantly lower, while the difference was not significant in men’s basketball.Originality/valueAlong with an inclusive review of prior literature, this is the first empirical study to examine the differences in fans’ attitudes towards nonbinary athletes in both women’s and men’s sports at the same time via an experimental design.

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“…Finally, there is a complete lack of studies on the commercialization of women's elite sports and its impacts on its fans in this review (Table 3). This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020;Mumcu et al, 2016). Thus, there is an urgency in approaching fans of women's elite sports and discussing how they respond to commercialization.…”

Section: Diversity Of Commercializationmentioning

confidence: 99%

How are fans affected by the commercialization of elite sports? A review of the literature and a research agenda

Winell

Armbrecht

Lundberg

et al. 2022

SBM

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PurposeThe purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports.Design/methodology/approachIn doing this, the authors performed a structured review of 42 academic articles published between 1992 and 2020 that all focus on how fans respond and are affected by the commercialization of elite sports.FindingsThe structured review shows that the impacts of commercialization on fans relate to four different themes. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed.Originality/valueThe paper highlights the complex and dynamic nature of commercialization. It presents a research agenda for future research and emphasizes a need to integrate the interests of several stakeholders when managing the impacts of elite sport commercialization.

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Examination of Women’s Sports Fans’ Attitudes and Consumption Intentions

Cited by 16 publications

References 18 publications

Diversity matters: highlighting the differences in sport consumption motives of marginalized college students

Diversity matters: highlighting the differences in sport consumption motives of marginalized college students

Inclusivity in sports: fan attitudes and behaviors towards nonbinary athletes

How are fans affected by the commercialization of elite sports? A review of the literature and a research agenda

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