Articlegreen2006

Season-ticket holder satisfaction and sponsor-related behaviour: evidence of a positive relationship

25 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Sports, Gender, and Society

Abstract

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 six Australian Football League clubs indicated that there is a positive relationship between the satisfaction levels of season-ticket holders and their orientation towards club sponsors' products and brands.

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References

2001Brand Community 2002Building Brand Community 1976Basking in reflected glory: Three (football) field studies.2005Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research 2003An international review of sponsorship research: extension and update 1996Sponsorship: From Management Ego Trip to Marketing Success 1991Sponsorship and the Image of the Sponsor 2003Loyalty: The Influences of Satisfaction and Brand Community Integration

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2017Linking sport team sponsorship to perceived switching cost and switching intentions 2013Quantifying the positive effects of sponsor level, length, prominence and relatedness on recall and residual recall rates over time 2023Understanding consumer behaviour in evolving subscription markets – lessons from sports season tickets research 2020Measuring the effectiveness of facility naming rights sponsorships 2022Measuring Attitudes Toward Sponsor And Purchase Intention

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