The Sport Marketing Portfolio Matrix: A Theory-Integrative Exploration of Fans’ “Buy,” “Hold,” and “Sell” Behaviors, Kirk Damon Aiken, Richard M. Campbell, Ajay Sukhdial
Journal of Applied Marketing Theory

The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns with Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial
Association of Marketing Theory and Practice Proceedings 2022