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The relationship between AFL season-ticket holder satisfaction and sponsor-related behaviour

McDonald, Heath and Shaw, Robin 2005, The relationship between AFL season-ticket holder satisfaction and sponsor-related behaviour, in ANZMAC 2005 : Broadening the boundaries, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 36-42.

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Title The relationship between AFL season-ticket holder satisfaction and sponsor-related behaviour
Author(s) McDonald, Heath
Shaw, Robin
Conference name Australian & New Zealand Marketing Academy. Conference (2005 : Fremantle, Western Australia)
Conference location Fremantle, Western Australia
Conference dates 5-7 December 2005
Title of proceedings ANZMAC 2005 : Broadening the boundaries, conference proceedings
Editor(s) Purchase, Sharon
Publication date 2005
Conference series Australian and New Zealand Marketing Academy Conference
Start page 36
End page 42
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) satisfaction
sponsor-related behaviour
members
sporting clubs
Summary In a sporting context, it has been acknowledged that 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 five AFL clubs indicated that there is a positive relationship between the satisfaction level of season-ticket holders and their orientation toward club sponsors’ products and brands. Despite the weak relationships found in this research, the results suggest that more satisfied season-ticket holders will seek to use club sponsors’ products, and this is yet another reason to manage the satisfaction of customers.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005778

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