Outbound cause-related marketing at the West Coast Eagles : measuring awareness and impact

Turner, K., McDonald, Heath and Shaw, Robin 2008, Outbound cause-related marketing at the West Coast Eagles : measuring awareness and impact, 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. 1-9.

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Title Outbound cause-related marketing at the West Coast Eagles : measuring awareness and impact
Author(s) Turner, K.
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 9
Total pages 10
Publisher SMA
Place of publication [Gold Coast, Queensland]
Summary This paper examines sports sponsorship from the perspective of the sports organisation as the sponsor of charity and community events - an increasingly common practice. Most of these sponsorship activities fit within the framework of cause-related marketing, but their effectiveness and value to the clubs involved are not known. We examine the activities of one AFL club which is heavily involved in a range of outbound sponsorship activities. In order to assess the impact of theses activities, we surveyed season ticket holders of this club and examined issues such as their general awareness of these activities and the both the antecedents and outcomes of this awareness. We find that general awareness (recognition) levels were high, and that the correlated with loyalty, involvement and specific brand associations. The conclusion is that outbound sponsorship of charities and the community has a number of positive outcomes for sporting clubs, and should be encouraged.
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:30018260

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