The Japanese Professional Soccer League (J. League) began in 1993 and was the first professional soccer league in Japan. After an initial period of strong interest, spectator support for the League has declined. The primary purpose of the current study was to develop a means for measuring...

Attitude-related research in the existing sport literature has focused on measurement of the affect component to examine existing attitudes towards sport teams. Recent studies question sole reliance upon affective reactions to assess sport consumers' attitudes towards sport teams. Current...