Doyle, Jason P; Kunkel, Thilo; Funk, Daniel C - In: International Journal of Sports Marketing and Sponsorship 14 (2013) 2, pp. 20-36
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 broader range of sports consumers in mind. The validity of the procedure is …-step segmentation procedure then places respondents into the PCM stages - awareness, attraction, attachment and allegiance. ANOVA tests …