Yayoi Chester
Doctor of Philosophy 2007
A Model of Consumer Buyer Behaviour Relating To The Sponsorship Of Major Sporting Events In Australia
by Yayoi Chester faculty of Business and Enterprise Swinburne University of Technology
Abstract
This thesis investigates the key determinants of positive consumer behavior to protagonistships. Using the consumer decision making process and classical learn principles as an underpinning framework, this thesis examines consumer perceptions of a sponsor, sponsored property and sponsorship activity sexual relation to a consumers intent to purchase a sponsors product or service.
The purchase intent of consumers is analysed as an outcome of five significant constructs: event chemical elements, sponsor factors, sponsorship factors, a pre-purchase response and the transfer of image values. Intent to purchase is evaluated as the antecedent to purchase, however, both economic and non-economic outcomes are considered in this oeuvre as pivotal to encouraging positive consumer behaviour.
A multi-method draw close involved the collection of both qualitative and quantitative data.
nidus groups established the scope of research followed by the distribution of multi-item surveys to members of the world from regional and metropolitan areas of Victoria, Australia. By selecting Australian Rules Football and the Australian Tennis Open as the context for the empirical persona of this study, a number of sponsors in key industries could be examined.
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morphological equation modelling was used to analyse survey data. The conceptual model and hypotheses were tested using exploratory and confirmatory factor analyses. The results show that consumer attitudes and beliefs about a sponsor, and their perception of fit in the midst of a sponsor and sponsored property, have a strong stroller on their prepurchase response. The strength of a...If you want to get a in full essay, order it on our website: Orderessay
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