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The influence of point of identification on merchandise consumption

McDonald, Heath, Shaw, Robin and Dell, Meagan 2004, The influence of point of identification on merchandise consumption, in ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 1-7.

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Title The influence of point of identification on merchandise consumption
Author(s) McDonald, Heath
Shaw, Robin
Dell, Meagan
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 November-1 December 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Start page 1
End page 7
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) merchandise
identification
sports marketing
Summary It has long been recognised that consumers can form bonds and identify strongly with the organisations with which they are involved. When the organisation in question is a professional sporting club, identification can be a complex issue. Sports fans can identify with the team as a whole, with individual players, or both. How this different point of identification affects behaviour such as merchandise consumption is the focus of this paper. The survey responses of 161 members of the Kangaroos Football (AFL) Club suggest that members can identify with both team and individual players in tandem. Far from being opposites, team and player identification were found to be distinct constructs, not significantly related to each other. The point of identification was related to the nature of merchandise consumed and the manner in which it was consumed. The results suggest both player and team identification should be encouraged and that merchandise should cater for both in an inclusive way.
ISBN 9780475122148
0475122143
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©2004, The authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005342

Document type: Conference Paper
Collections: School of Management and Marketing
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