Linkage Projects - Grant ID: LP0560782

Funding Activity

Website
http://dataportal.arc.gov.au/NCGP/Web/Grant/Grant/LP0560782

Funding Status
Closed

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Funded Activity Summary

A model of fan involvement, participation and loyalty: a mixed method study on fan behaviour and management in Basketball. 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.

Funded Activity Details

Start Date: 04-02-2005

End Date: 30-06-2009

Funding Scheme: Linkage Projects

Funding Amount: $92,000.00

Funder: Australian Research Council

Research Topics

ANZSRC Field of Research (FoR)

Marketing And Market Research | Sales And Distribution | Advertising And Public Relations | Marketing

ANZSRC Socio-Economic Objective (SEO)

Marketing |

Other Keywords

Advertising And Public Relations | Marketing | Marketing And Market Research | Sales And Distribution

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