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Determining and characterising consumer segments: a case of MMA in Australia

Gaarenstroom, Thomas 2018, Determining and characterising consumer segments: a case of MMA in Australia, Ph.D thesis, Department of Management, Deakin University.

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Title Determining and characterising consumer segments: a case of MMA in Australia
Author Gaarenstroom, Thomas
Institution Deakin University
School Department of Management
Faculty Faculty of Business & Law
Degree type Research doctorate
Degree name Ph.D
Thesis advisor Turner, PaulORCID iD for Turner, Paul orcid.org/0000-0002-4875-0404
Karg, AdamORCID iD for Karg, Adam orcid.org/0000-0001-5264-0163
Date submitted 2018-03-13
Summary The attitudes, opinions and behaviours towards, and eventual adoption or rejection of Mixed Martial Arts by consumers was addressed. Initial assessment of media resulted in a conflict frame around legitimacy, political, violence and social impacts of the sport. Four consumer segments representing polarised viewpoints towards these frames emerged.
Language eng
Field of Research 150404 Sport and Leisure Management
150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
Description of original 360 p.
Copyright notice ┬ęThe author
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30111087

Document type: Thesis
Collections: Higher degree theses (Open Access)
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Created: Thu, 12 Jul 2018, 14:04:09 EST by Bayne Christine

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.