اندازه گیری و تقسیم بندی طرفداران ورزش با استفاده از شبکه های ارتباط برند:کاربرد برای اتحادیه فوتبال اروپا (UEFA) لیگ قهرمانان (UCL)

This article presents a new research methodology for cognitive segmentation based on brand association networks. This application illustrates how brand association networks and cognitive segmentation can identify and describe the UEFA Champions League fans’ segments as a function of their cognitive content and structure. Four segments were identified (show-business lovers, passionate fans, admirers of celebrities and fair play, and event followers). A discussion of the results, directions for future research and managerial contributions are provided.