Sporting club supporter identification and supporter purchasing behaviour for sponsors' products

Slattery, Helen, McDonald, Heath and Mate, Brent 2004, Sporting club supporter identification and supporter purchasing behaviour for sponsors' products, in International business trends contemporary readings 2004 Edition, Academy of Business Administration, [London, England], pp. 298-305.

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Title Sporting club supporter identification and supporter purchasing behaviour for sponsors' products
Author(s) Slattery, Helen
McDonald, Heath
Mate, Brent
Conference name Academy of Business Administration. Conference (2004: London, England)
Conference location London, England
Conference dates 21-25 July 2004
Title of proceedings International business trends contemporary readings 2004 Edition
Editor(s) Fullerton, Sam
Moore, David
Publication date 2004
Start page 298
End page 305
Publisher Academy of Business Administration
Place of publication [London, England]
Summary This paper examines the actual purchasing behaviour of sporting club supporters of sponsors' products. The data source for this paper was a syndicated study conducted nationally by a large marketing research company on behalf of a sport's competition's governing body and its 16 constituent clubs. This empirical paper examines the usefulness of such a study in terms of its ability to relate product and brand preference to actual purchase decisions, especially in the context of an individual club's sponsorship. Club supporters are compared with the supporters of all Clubs, in order to ascertain differences in purchase behaviour. The findings suggest that customised research is likely to be of greater value to individual clubs, once the benefits of initial, aggregate studies have been exploited.
ISBN 1887676228
9781887676229
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
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005413

Document type: Conference Paper
Collection: Deakin Graduate School of Business
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