A longitudinal analysis of the halo effect of team success on season ticket holder attitudes

Karg, Adam, McDonald, Heath and Shaw, Robin 2008, A longitudinal analysis of the halo effect of team success on season ticket holder attitudes, in SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association, SMA, [Gold Coast, Queensland], pp. 1-11.

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Title A longitudinal analysis of the halo effect of team success on season ticket holder attitudes
Author(s) Karg, Adam
McDonald, Heath
Shaw, Robin
Conference name Sport Marketing Association (6th : 2008 : Gold Coast, Queensland)
Conference location Gold Coast, Queensland
Conference dates 16 - 19 July 2008
Title of proceedings SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association
Editor(s) [Unknown]
Publication date 2008
Conference series Sport Marketing Association
Start page 1
End page 11
Total pages 11
Publisher SMA
Place of publication [Gold Coast, Queensland]
Summary Although it seems counter-intuitive, past studies have found that the attitudes to the on-field performance of a team have only a small direct impact on the overall satisfaction of members (season ticket holders). By managing other aspects of the package well (e.g., ticketing, customer service, communications), membership can satisfy even when the on-field results do not. In this research, we examine whether on-field performance, measured both objectively and subjectively, has an indirect "halo" effect on attitudes towards those other aspects of the membership offering. An examination of data collected through 63 member satisfaction surveys of 14 different AFL clubs in the period 2003 - 2007 suggests that, predictably, a change to the win-loss ratio has a strong impact on attitudes to on-field performance and overall satisfaction. However, changes in on-field performance are also significantly correlated with changes in attitudes to areas like the extent to which one feels personally involved with the club and the administration of the club. The data allows the determination of the extent ofthis halo effect where a change in on-field performance (win percentage) has a predictable impact on attitudes to other aspects of the clubs activities, allowing club management to benchmark their performance in these areas even when on-field results fluctuate year to year.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, SMA
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018186

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