Abstract
The purpose of this study was to investigate the relationships among gender, type of sport, motives, and points of attachment to a team for spectators of selected intercollegiate sports. The significant MANOVA results indicated that gender explained 2% of the variance in motives and 3% of the variance in points of attachment; type of sport explained 4% and 7% of the variance in motives and points of attachment, respectively. A canonical correlation analysis suggested three significant and meaningful variates, which together showed a shared variance between motives and points of attachment in excess of 70%. This suggests that collegiate marketers and managers might want to design their marketing communications to emphasize the relationships among motives and points of attachment rather than trying to segment their fan and spectator base by gender or by type of sport.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
