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dc.contributor.authorNaglis, Michael
dc.contributor.authorPram Inprom
dc.identifier.citationABAC Journal Vol. 40 No.2 (April-June 2020), 104-121en_US
dc.description.abstractThis 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 developed by analyzing the past studies of fan motives across different sports, and modifying them to fit the context of Thailand. Data was collected from fans who attended the TBL games. The research explored the factors by applying Structural Equation Modeling (SEM), presenting conclusions along with a discussion, practical implications, and limitations of the study.en_US
dc.format.extent18 pagesen_US
dc.publisherAssumption University Pressen_US
dc.rightsThis work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.en_US
dc.subjectDeveloping countriesen_US
dc.subjectEmerging marketen_US
dc.subjectFans motiveen_US
dc.subjectFans preferencesen_US
dc.subjectProfessional basketball leagueen_US
dc.subject.otherABAC Journalen_US
dc.subject.otherABAC Journal -- 2020en_US
dc.titleFactors affecting fans' decisions to attend a professional basketball league in Thailanden_US
dc.rights.holderAssumption Universityen_US
mods.genreJournal Articleen_US[Full Text] (

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