Who Says She’s Not a True Fan? Perceptions of Fan Authenticity Among Gen Z Women Sports Fans

Abstract

While sports have traditionally been perceived as an industry dominated by men, the women’s sports fashion industry is growing both in terms of market power and complexity. Tis paper explores women’s fanwear fashion choices and others’ perceptions of their fan authenticity among Gen Z sports fans. Trough an application of attribution theory, empirical analyses revealed that men generally do not make diferential attributions toward a woman’s fan authenticity based on her fashion choice. Women, however, attribute a nuanced variety of motive and authenticity based on fanwear choice. Tese fndings were extended across men’s and women’s sports teams. Tis research provides a further understanding of Gen Z perceptions of women who wear various styles of sports fan fashion, how others perceive a woman’s fan authenticity, and the degree to which men and women make these judgments.

Department(s)

Marketing

Document Type

Article

DOI

10.32731/SMQ.323.092023.02

Keywords

fan authenticity, fanwear, gender identity, sports fan motivation, women collegiate sports fans, women Gen Z fans, women sports fan fashion

Publication Date

9-1-2023

Journal Title

Sport Marketing Quarterly

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