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

Robin N. Shaw (Professor of Marketing, Deakin Business School, Deakin University, Melbourne, Australia)
Heath McDonald (Associate Professor of Marketing, Deakin Business School, Deakin University, Melbourne, Australia)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2006

254

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

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