Keywords: Innovation diffusion
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Journal Articles
International Journal of Sports Marketing and Sponsorship 1–23.
Published: 10 April 2026
... innovation model that bridges innovation diffusion theory and organisational innovativeness research, we surveyed Flemish (Belgium) sport clubs (n = 70). Clubs were clustered into adopter categories based on a composite innovativeness index (attitude, evaluation and adoption-intention). MANOVA...

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