...Julia Rietz; Kirstin Hallmann Purpose The study aims to provide a reference for market segmentation in a relatively new market. Esports consumer profiles are developed based on consumption motives, structural factors, game genres, interests, demographics and behavioral intentions. It delivers...

... of segments via Ward’s method. Second, the authors ran a k-means analysis based on part-worth utilities from the conjoint analysis. Findings The authors identified four segments which differ in terms of preferred product attributes, willingness to pay, and sociodemographic, behavioral, and psychographic...

... measure that enables sport marketers to identify fans from whom sport organizations can generate considerable profits, segment these devotees systematically, and tailor marketing strategies to each fan base. Just as player statistics (e.g. sport analytics) help sport organizations gauge...

... sport fandom. It is one of the first studies to include an assessment of the sport consumption motives of distant fans, more specifically, motives influencing Chinese fans’ consumption of the NBA. Utilizing the PCM allows for the segmentation of a specific fan population and to ascertain whether...

...Soojin Kim; Yongjae Kim In the diffusion of innovation framework, this study identified three distinct segments of golf product consumers using a cluster analysis and explored potential differences between segments on communication behaviours related to innovativeness. Results indicate...

...Daniel C. Funk The present data illustrate the effectiveness of utilizing theoretically guided models to develop consumer-based micro-segmentation strategies. The results provide marketers with a powerful discriminant function calculated from six variables to profile consumers and make informed...