Season-ticket holder satisfaction and sponsor-related behaviour: evidence of a positive relationship

Shaw, Robin and McDonald, Heath 2006, Season-ticket holder satisfaction and sponsor-related behaviour: evidence of a positive relationship, International journal of sports marketing & sponsorship, vol. 7, no. 4, pp. 318-325.

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Title Season-ticket holder satisfaction and sponsor-related behaviour: evidence of a positive relationship
Author(s) Shaw, Robin
McDonald, Heath
Journal name International journal of sports marketing & sponsorship
Volume number 7
Issue number 4
Start page 318
End page 325
Publisher Simon Rines
Place of publication London, England
Publication date 2006-07
ISSN 1464-6668
Keyword(s) satisfaction
sponsor-related behaviour
AFL members
season-ticket holders
sporting clubs
Summary Fan attention and response to sponsorship is affected by a range of variables, including the duration of sponsorship and fan commitment to the sporting organisation. The results of surveys of the members of six Australian Football League clubs indicated that there is a positive relationship between the satisfaction levels of season-ticket holders and their orientation towards club sponsors' products and brands.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2006, International journal of sports marketing & sponsorship
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003880

Document type: Journal Article
Collection: Deakin Graduate School of Business
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