Kim, Yu Kyoum; Trail, Galen T; Magnusen, Marshall J - In: International Journal of Sports Marketing and Sponsorship 14 (2013) 3, pp. 35-56
In sports consumer behaviour literature only a small amount of variance in attendance is explained by motives. One possible explanation for this is the existence of a third factor which moderates this relationship between the motives and attendance. Individuals who strongly identify with a...