Femininity and Marketability of Female Athletes: An Economic Extension of "The Female Apologetic"
Loading...
Files
Authors
Walker, Rosemary
McGinnis, Lee
Ball, Jennifer
Issue Date
2006-11-1
Type
Working paper
Language
en_US
Keywords
Athletes , Femininity , Sports marketing , Women athletes
Alternative Title
Abstract
Scholarship in sociology and gender studies suggests a female apologetic may exist in the sports world, whereby female athletes feel the need to apologize for participating in the masculine realm of sports by emphasizing their femininity. We are interested in how perceived femininity affects female athletes' marketability. A survey of sports professionals was used to gather data on the perceived femininity and marketability of top professional female athletes. Ordinary least squares regression analysis of these data and other determinants of marketability suggests female athletes' marketability varies positively with their perceived femininity.
Description
Citation
Publisher
Washburn University. School of Business