A firm wishing to use sports to enhance its image must consider the image of the sport as well as the firm's own image. In this study respondents rated the similarity between 10 sports using apaired comparison procedure. The resulting perceptual map describes six dimensions used by consumers in this sample when they think about the 10 sports included. Implications for a firm's selection of a sport with which to associate include attempting to match important aspects of a sport's image with the important aspects of the firm's image
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