..., attributions and consumer engagement while accounting for identification with athletes. Given the increasing role of social media in athlete branding, this research provides insights into how different types of athlete-generated content shape audience perceptions and interactions. Design/methodology...

.... The primary components with respect to female spectators’ choices, preferences, and feedback are as follows: apparel and other merchandise; food and beverage; restrooms and facility cleanliness; tailgating and parking; participants’ decision to attend an NFL game; and participants’ perceptions of the NFL...