Season-ticket holder satisfaction and sponsor-related behaviour: evidence of a positive relationship
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 July 2006
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.
Keywords
Citation
Shaw, R.N. and McDonald, H. (2006), "Season-ticket holder satisfaction and sponsor-related behaviour: evidence of a positive relationship", International Journal of Sports Marketing and Sponsorship, Vol. 7 No. 4, pp. 23-30. https://doi.org/10.1108/IJSMS-07-04-2006-B006
Publisher
:Emerald Group Publishing Limited
Copyright © 2006 by Winthrop Publications Limited