The Reason(s) Small, Private Schools Start Football Programs
AbstractThere are a number of reasons that schools establish and fund football programs. At the highest level, there is a lot of money through media rights and merchandising. But what’s in it for smaller universities and colleges? This paper examines the reasons students and alumni gave to why they wanted to see football established at _________ University. The findings of this study are beneficial to any small university that is considering founding a football program on its campus. First, students clearly expect a level of enjoyment out of going to the game. However, only those who truly consider potential development of a football program to be important to the university as a whole would go beyond the consumption by donating money to the program and the school. Only small effect of football fan identity on consumption is surprising from theoretical perspective.
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