Chapter 9Consumer behavior of women’s sports

Lauren M. Johnson, Demetrius W. Pearson, Ryan K. Zapalac and James J. Zhang

Introduction

Before one can convincingly articulate and discuss the contemporary status of women pertaining to consumer behavior, marketing, and the theoretical underpinnings, a historical review can well-serve as a prerequisite step in understanding the essential factors that have contributed to the subjugation, marginalization, omission, and also progress and achievement of women in the multi-dimensional sport industry over recent centuries. Various social constraints (e.g., religion, cultural norms, political orientation) arbitrarily imposed by males have led to a vastly unequal, gendered sport landscape. It is unfortunate ...

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