This study aims to understand how performance of a men's basketball team and a football team affect home attendance of a men's basketball team in NCAA Division I schools according to the type of subdivision (FBS, FCS, and non-football institutions). A sample unit of the study was a men's...

Spokane Hoopfest is the largest outdoor 3-on-3 street basketball tournament held on the final weekend of June in downtown Spokane, Washington annually. As the largest outdoor basketball event in the world, more than 1,000,000 visitors come to the Spokane area to enjoy the event annually and...

Purpose: This study examined how a US college athletic department’s corporate social responsibility (CSR) initiatives influenced fans’ online donation intentions. Design/methodology/approach: Data were collected from 490 fans of a Division I intercollegiate athletic program and analyzed...

Purpose: This study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing. Design/methodology/approach: To discover differences...