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Keywords: Cluster analysis
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Journal Articles
International Journal of Sports Marketing and Sponsorship 1–21.
Published: 28 April 2026
... 14 03 2026 15 03 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Sports marketing Cluster analysis Fan segmentation FC Barcelona Matchday experience Departament d'Innovació, Universitats i Empresa, Generalitat de...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (3): 641–663.
Published: 25 March 2024
... and environmental sustainability for purchase decisions of sportswear and compares them to the role of price and functionality. Design/methodology/approach Based on a conjoint analysis among 1,012 Europeans, the authors conducted a two-step cluster analysis. First, the authors investigated the number...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2022) 23 (3): 485–504.
Published: 02 September 2021
.../approach Data were collected from 3,463 NPF consumers with the assistance of NPF league officials using their social media outlets. A two-step cluster analysis was performed employing both categorical and continuous variables to inform the segmentation, which was followed with chi-squared statistics...
