Finch, David J.; Abeza, Gashaw; O'Reilly, Norm; Nadeau, John - In: International Journal of Sports Marketing and Sponsorship 23 (2021) 1, pp. 110-131
Purpose: The segmentation of customers into homogeneous groups is well researched, reflecting its importance to marketers. Specific to professional sports, published research on customer segmentation first occurred in the early 2000s, but no studies exist based on internal data from season...