Investigating the influences on attendance and intention to rejoin with inaugural members of a new football team
McDonald, Heath, Neale, Larry G. and Funk, Dan 2006, Investigating the influences on attendance and intention to rejoin with inaugural members of a new football team, in ANZMAC 2006 Proceedings: Advancing Theory, Maintaining Relevance, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld..
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Australian and New Zealand Marketing Academy Conference
Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication
This study investigated the effects of factors like member satisfaction and social rituals on desirable outcomes such as attendance, intention to rejoin and merchandise sales. This study focuses on the inaugural members of a new team in Australia’s A-League to gain insight into how loyalty develops amongst fans of new sporting organisations. The results show the importance to sports marketers of satisfying members and building ritual behaviour, as both are correlated with all of the positive outcomes investigated here.
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