Sport marketing literature suggests that consumers?perceptions of and attitudes toward a product affect their consumption of that product (Mullin, Hardy, & Sutton, 1993; Shank, 1999). In the case of women’s professional golf, the product is comprised of the LPGA Tour; LPGA clothing; a variety of golf equipment including clubs and shoes; and the LPGA Tour Professionals themselves, as marketed to commercial sponsors. Using Long’s (1991) typology regarding attitude formation, the purpose of this study was, first, to provide a theoretical basis for understanding factors contributing to the...Read more
