Who doesn’t like sport? A taxonomy of non-fans

[1 ]Dean of Economics, Finance & Marketing, Professor of Marketing, RMIT University, Melbourne, Victoria Australia

[2 ]Senior Lecturer in Marketing, School of Economics, Finance & Marketing, RMIT University, Melbourne, Victoria, Australia

[3 ]Director, Sport Industry Research Center, School of Sport, Tourism and Hospitality Management, Translational Research Center, Fox School of Business, Temple University, Philadelphia, PA, USA

[4 ]Sport Management, School of Sport, Tourism and Hospitality Management, Temple University, Philadelphia, PA, USA