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    Factors affecting fans' decisions to attend a professional basketball league in Thailand 

    Naglis, Michael; Pram Inprom (Assumption University Press, 2020)

    This research is one of the first to consider an emerging market, exploring the factors affecting the decisions of fans to attend a professional basketball league game in Thailand. Fan acceptability and fan base are important measures for a successful league in the early stages of development. The study extracted 19 factors from the literature and from in-depth interviews with a panel of experts. The factors were assumed to be potentially useful in achieving the goal of increasing both fan acceptability and fan base. A survey instrument was ...