This study will build a model of sport fan loyalty in the context of the National Basketball League using ethnographic and survey methods. This will develop a more complete understanding of motives and drivers of fan involvement, participation and loyalty. We will use this to examine the impact of marketing activity on fan loyalty, and to generate recommendations for sports organisations and government agencies seeking to engender greater interest and interaction in sport, particularly amongst young Australians. A further aim is to develop a more comprehensive understanding of consumer loyalty than the limited view that presently exists in the marketing literature. The study will be carried out via two APAI under the supervision of the CIs.
|Effective start/end date||4/02/05 → 30/06/09|
- Australian Research Council (ARC): AUD19,556.00
- Australian Research Council (ARC): AUD72,444.00
- Basketball Australia/National Basketball League: AUD27,000.00