Spectator motives for attending professional women's tennis events: Linking marketing and Maslow's hierarchy of needs theory

International Journal of Sport Management and Marketing

Volumn 6, Issue 1, 2009, Pages 1-16

  Sack, Allen L ^a   Singh, Parbudyal ^b   DiPaolo, Tony ^a  

^a UNIVERSITY OF NEW HAVEN   (United States)

^b YORK UNIVERSITY   (Canada)

Author keywords

Gender and marketing; Maslow's needs theory; Spectator motives; Sports marketing; Sports promotion; Women's tennis

Indexed keywords

EID: 67650119708     PISSN: 14758962     EISSN: 17402808     Source Type: Journal    
DOI: 10.1504/IJSMM.2009.026753     Document Type: Article

References (41)

1. Bendall-Lyon, D. and Powers, T.L. (2002) 'The impact of gender differences on change in satisfaction over time', The Journal of Consumer Marketing, Vol. 19, No. 1, pp.12-23.
2. Bradish, C., Lathrop, A. and Sedgwick, W. (2001) 'Girl power: Examining the female pre-teen and teen as a distinct segment of the sport marketplace', Sport Marketing Quarterly, Vol. 10, No. 1, pp.19-24.
3. Branch, D.D. (1995) 'Tapping new markets: Women as sport consumers', Sport Marketing Quarterly, Vol. 4, No. 4, pp.9-12.
4. Cialdini, R.B., Borden, R.J., Thorne, A., Walker, M.R., Freeman, S. and Sloan, L.R. (1976) 'Basking in reflected glory: Three (football) field studies', Journal of Personality and Social Psychology, Vol. 39, pp.406-415.
5. Coakley, J.J. (2001) Sport in society: Controversies and Issues, 7th ed., McGraw-Hill, Boston.
6. Coleman, R. (1983) 'The continuing significance of social class to marketing', Journal of Consumer Research, Vol. 10, pp.265-280.
7. Dick, R. and Sack, A.L. (2002) 'NBA marketing directors perceptions of effective marketing strategies: A longitudinal perspective', International Sports Journal, Vol. 16, No. 1, pp.88-99.
8. Dietz-Uhler, B., Harrick, E.A., End, C. and Jacquemotte, L. (2000) 'Sex differences in sport fan behavior and reasons for being a sport fan', Journal of Sport Behavior, Vol. 23, No. 3, pp.219-231.
9. Fink, J.S., Trail, G.T. and Anderson, D.F. (2002) 'Environmental factors associated with spectator attendance and sport consumption behavior: gender and team differences', Sport Marketing Quarterly, Vol. 11, No. 1, pp.8-19.
10. Forbes (1997) www.forbes.com/forbes/970602
11. Funk, D.C., Mahony, D.F. and Ridinger, L.L. (2002) 'Characterizing consumer motivation as individual difference factors: Augmenting the Sport Interest Inventory (SII) to explain level of spectator support', Sport Marketing Quarterly, Vol. 11, No. 1, pp.33-43.
12. Funk, D.C., Mahony, D.F., Nakazawa, M. and Hirakawa, S. (2001) 'Development of the Sport Interest Inventory (SII): Implications for measuring unique consumer motives at sporting events', International Journal of Sports Marketing and Sponsorship, Vol. 3, pp.291-316.
13. Funk, D.C., Ridinger, L. and Moorman, A. (2000) 'An empirical examination of spectator motives in women's professional basketball', Paper presented at the Meeting of the North American Society for Sport Management, June, Colorado Springs, CO.
14. Graham, J.F., Stendardi, E.J., Myers, J.K. and Graham, M.J. (2002) 'Gender differences in investment strategies: An information processing perspective', The International Journal of Bank Marketing, Vol. 20, No. 1, pp.17-26.
15. Henry, P. (2002) 'Systematic variation in purchase orientations across social classes', The Journal of Consumer Marketing, Vol. 19, Nos. 4-5, pp.425-438.
16. James, J.D. and Ridinger, L. (2002) 'Female and male sport fans: A comparison of sport consumption motives', Journal of Sport Behavior Vol. 25, No. 3, pp.260-278.
17. Kahle, L.R., Kambara, K.M. and Rose, G.M. (1996) 'A functional model of fan attendance motivations for college football', Sport Marketing Quarterly, Vol. 5, No. 4, pp.51-60.
18. Kaplan, D. (1999) 'USTA series serves up its cash cow: The Open', Street and Smith's Sports Business Journal, Vol. 2, No. 19, pp.1-45.
19. Laroche, M., Saad, G., Cleveland, M. and Browne, E. (2000) 'Gender differences in information search strategies for a Christmas gift', The Journal of Consumer Marketing, Vol. 17, No. 6, pp.500-524.
20. Lee, C. and Beatty, S.E. (2002) 'Family structure and influence in family decision making', The Journal of Consumer Marketing, Vol. 19, No. 1, pp.24-41.
21. Lopiano, D. (2000) 'Success requires teamwork from everyone in sports', Sports Business Journal, Vol. 2, No. 38, p.34.
22. Lough, N.L. and Irwin, R.L. (2001) 'A comparative analysis of sponsorship objectives for US women's sport and traditional sport sponsorship', Sport Marketing Quarterly, Vol. 10, No. 4, pp.202-211.
23. Maslow, A. (1970) Motivation and Personality, Harper & Row Publishers, New York.
24. McCarthy, M. (2001) 'The changing face of Super Sunday marketers, NFL focus on game's audience of 40 million women, 25 January', USA Today p.B-1.
25. McDonald, M.A., Milne, G.R. and Hong, J. (2002) 'Motivational factors for evaluating sport spectator and participant markets', Sport Marketing Quarterly, Vol. 11, No. 2, pp.100-113.
26. Melnick, M.J. (1983) 'Searching for sociability in the stands: A theory of sports spectating', Journal of Sport Management, Vol. 7, pp.44-60.
27. Othnes, C. and McGrath, M.A. (2001) 'Perceptions and realities of male shopping behavior', Journal of Retailing, Vol. 77, No. 1, pp.111-137.
28. Sack, A.L. and Fried, G. (2001) 'Pitching women's tennis to corporate sponsors: A case study of pilot pen tennis', Sport Marketing Quarterly, Vol. 10, No. 2, pp.8-16.
29. Sack, A.L. and Nadim, A. (2002) 'Strategic choices in a turbulent environment: A case study of Starter Corporation', Journal of Sport Management, Vol. 16, No. 1, pp.36-53.
30. Sack, A.L. and Suster, J. (2000) 'Soccer and Croatian nationalism: A prelude to war', Journal of Sport and Social Issues, Vol. 25, No. 3, pp.305-320.
31. Snyder, M.A., Lassegard, C.R. and Ford, C.C. (1986) 'Distancing after group success and failure: Basking in reflected glory and cutting off reflected failure', Journal of Personality and Social Psychology, Vol. 51, pp.382-388.
32. Stevenson, D. (2002) 'Women, sport, and globalization: Competing discourses of sexuality and nation', Journal of Sport and Social Issues, Vol. 26, No. 2, pp.209-225.
33. Sugden, J. and Tomlinson, A. (1998) FIFA and the Contest for World Football: Who Rules the People's Game?, Cambridge, Polity, UK.
34. Sutton, W.A. and Watlington, R. (1994) 'Communicating with women in the 1990s: The role of sport marketing', Sport Marketing Quarterly, Vol. 3, No. 2, pp.9-14.
35. US Industry and Trade Outlook (1999) Leisure Products Industry Survey US Department of Commerce/International Trade Administration and the McGraw-Hill Companies, Inc., NY.
36. Wann, D.L. (1995) 'Preliminary validation of the sport fan motivation scale', The Journal of Sport and Social Issues, Vol. 19, pp.377-396.
37. Wann, D.L. and Branscombe, N.R. (1990) 'Die hard and fair weather fans: effects of identification on BIRGing and CORFing tendencies', Journal of Sport and Social Issues, Vol. 14, No. 2, pp.103-117.
38. Wann, D.L., Roberts, A. and Tindall, J. (1999a) 'Role of team performance, team identification, and self-esteem in sports spectators' game preferences', Perceptual and Motor Skills, Vol. 89, pp.945-950.
39. Wann, D.L., Schrader, M.P. and Wilson, A.M. (1999b) 'Sport fan motivation: Questionnaire validation, comparisons by sport and relationship to athletic motivation', Journal of Sport Behavior, Vol. 22, No. 1, pp.114-132.
40. Williams, T.G. (2002) 'Social class influences on purchase evaluation criteria', The Journal of Consumer Marketing, Vol. 19, Nos. 2-3, pp.249-276.
41. Yerak, B. (2000) 'Baseball makes pitch to women. League isn't the only sport to count female fan base', USA Today, 16 October, p.B-3.