The present study uses cluster analysis to identify segments of spectators based upon the brand associations held for a professional sport team. A secondary purpose is to identify potential similarities and differences among identified segments based upon demographic variables. Results from a sample of 662 ticket holders from a National Basketball Association (NBA) team indicated that the respondents could be segmented into two distinct groups based upon the perceptions of the sport brand. Results also indicated that the members of each spectator cluster could be further distinguished based upon their gender, educational level, and household income. Discussion and implications focus on how sport managers might interpret these results, and how managers may use comparable cluster analysis techniques to serve consumers in an increasingly competitive marketplace.
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