Doyle, Jason P; Kunkel, Thilo; Funk, Daniel C - In: International Journal of Sports Marketing and Sponsorship 14 (2013) 2, pp. 20-36
The results from this study extend previous research by empirically testing the involvement based Psychological Continuum Model (PCM) segmentation procedure on sports spectators. To date, the procedure has only been verified using sports participants, although the PCM was developed with a...
