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Profiling the sport consumption attitudes and behaviours of fantasy football players

Karg, Adam and McDonald, Heath 2009, Profiling the sport consumption attitudes and behaviours of fantasy football players, in ANZMAC 2009 : Sustainable Management and Marketing : Australian and New Zealand Marketing Academy Conference, ANZMAC, Melbourne, Vic., pp. 1-12.

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Title Profiling the sport consumption attitudes and behaviours of fantasy football players
Author(s) Karg, Adam
McDonald, Heath
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 30 November - 2 December, 2009
Title of proceedings ANZMAC 2009 : Sustainable Management and Marketing : Australian and New Zealand Marketing Academy Conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 12
Total pages 12
Publisher ANZMAC
Place of publication Melbourne, Vic.
Summary Most sporting codes encourage participation in Fantasy Sport (FS), despite few making direct revenue from it. There is a lack of empirical evidence whether this is good practice, for although FS can increase involvement and education, it may also compete with other forms of sport consumption for consumers limited resources. This study begins to address whether FS competes with or  complements sport consumption by comparing FS players with nonplayers. Data was collected from surveys (n=182) of AFL fans, with findings indicating FS players had higher tested measures of attitudes (e.g., team identification, commitment) and behaviours (e.g., game attendance, television viewing) related  to the sport. What remains to be determined is causality, and suggestions on how to examine this are given.
ISBN 1863081585
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30024172

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.