Personal Opinions and Beliefs as Determinants of Collegiate Football Consumption for Revered and Hated Teams by ProQuest

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									                                                     Sport Marketing Quarterly, 2010, 19, 143-153, © 2010 West Virginia University




                                                                                                                                     Sport Consumption
Personal Opinions and Beliefs as
Determinants of Collegiate Football
Consumption for Revered and Hated
Teams
Jeremy J. Sierra, Harry A. Taute, and Robert S. Heiser

Jeremy J. Sierra, PhD, is an assistant professor in the Department of Marketing at Texas State University – San Marcos. His
research 
								
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