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The relationship between AFL season-ticket holder satisfaction and sponsor-related behaviour

conference contribution
posted on 2005-01-01, 00:00 authored by H McDonald, Robin Shaw
In a sporting context, it has been acknowledged that fan attention and response to sponsorship is affected by a range of variables, including the duration of sponsorship and fan commitment to the sporting organisation. The results of surveys of the members of five AFL clubs indicated that there is a positive relationship between the satisfaction level of season-ticket holders and their orientation toward club sponsors’ products and brands. Despite the weak relationships found in this research, the results suggest that more satisfied season-ticket holders will seek to use club sponsors’ products, and this is yet another reason to manage the satisfaction of customers.

History

Event

Australian & New Zealand Marketing Academy. Conference (2005 : Fremantle, Western Australia)

Pagination

36 - 42

Publisher

ANZMAC

Location

Fremantle, Western Australia

Place of publication

Dunedin, N.Z.

Start date

2005-12-05

End date

2005-12-07

Language

eng

Notes

Reproduced with the specific permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Editor/Contributor(s)

S Purchase

Title of proceedings

ANZMAC 2005 : Broadening the boundaries, conference proceedings

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