Luo, Lei; Qian, Tyreal Yizhou; Rich, Gregg; Zhang, James J. - In: International Journal of Sports Marketing and Sponsorship 23 (2021) 2, pp. 311-325
Purpose: The current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and behavioral intentions; and to (2) explore the effect of core and peripheral market demand on event identification...