Kim, Young Do; Magnusen, Marshall J.; Kim, Yukyoum; … - In: International Journal of Sports Marketing and Sponsorship 21 (2020) 2, pp. 247-266
Purpose: The primary purpose of this study was to generate a composite sport fan equity index (SFEI) for use in estimating the asset value of an individual fan to a sport organization. The index was developed by applying a simple additive weighting (SAW) method. Design/methodology/approach: A...