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Keywords: Softball
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2022) 23 (3): 485–504.
Published: 02 September 2021
... for investments like sponsorships and media rights. The purpose of this study was to explore consumer segments of the National Pro Fastpitch (NPF), a niche softball league, by identifying demographic and psychographic characteristics of the segments and developing a persona for each segment. Design/methodology...
