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Sporting club supporter identification and supporter purchasing behaviour for sponsors' products

conference contribution
posted on 2004-01-01, 00:00 authored by H Slattery, H McDonald, B Mate
This paper examines the actual purchasing behaviour of sporting club supporters of sponsors' products. The data source for this paper was a syndicated study conducted nationally by a large marketing research company on behalf of a sport's competition's governing body and its 16 constituent clubs. This empirical paper examines the usefulness of such a study in terms of its ability to relate product and brand preference to actual purchase decisions, especially in the context of an individual club's sponsorship. Club supporters are compared with the supporters of all Clubs, in order to ascertain differences in purchase behaviour. The findings suggest that customised research is likely to be of greater value to individual clubs, once the benefits of initial, aggregate studies have been exploited.

History

Title of proceedings

International business trends contemporary readings 2004 Edition

Event

Academy of Business Administration. Conference (2004: London, England)

Pagination

298 - 305

Publisher

Academy of Business Administration

Location

London, England

Place of publication

[London, England]

Start date

2004-07-21

End date

2004-07-25

ISBN-13

9781887676229

ISBN-10

1887676228

Language

eng

Publication classification

E1 Full written paper - refereed; E Conference publication

Editor/Contributor(s)

S Fullerton, D Moore

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