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

conference contribution
posted on 2008-01-01, 00:00 authored by K Turner, H McDonald, Robin Shaw
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.

History

Event

Sport Marketing Association (6th : 2008 : Gold Coast, Queensland)

Pagination

1 - 9

Publisher

SMA

Location

Gold Coast, Queensland

Place of publication

[Gold Coast, Queensland]

Start date

2008-07-16

End date

2008-07-19

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2008, SMA

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

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