The Influence of Stadium Sponsorship on Consumer Behaviour. A Case Study on Eden Park, Auckland
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The study explores the effectiveness of the current exchange relationships that exist between The Eden Park Trust, their local members and the family of sponsors who have invested in New Zealand’s largest sports stadium. An interpretivist-inspired qualitative approach was employed to determine the influence of Eden Park’s sponsors on the consumer behaviour habits of a small group of loyal and local members. The findings illustrate the interesting comments made by twelve Eden Park longstanding members regarding their attitudes, behaviour and perceptions of the stadium sponsors. Three overlapping themes, incentives, value proposition and sponsorship awareness, emerged from three focus groups sessions conducted at Eden Park.