The Influence of Stadium Sponsorship on Consumer Behaviour. A Case Study on Eden Park, Auckland
Date
Authors
Supervisor
Wright, Richard
Item type
Dissertation
Degree name
Master of Business
Journal Title
Journal ISSN
Volume Title
Publisher
Auckland University of Technology
Abstract
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.Description
Keywords
Sport management, Sponsorship, Consumer behaviour, Sport sponsorship, Sport marketing, Sport stadiums, Sporting facilities, Partnerships, Sport brands, Sport events, Stadium sponsorship, Sponsorship awareness, Sponsorship significance, Value proposition, Incentives, Consumer attitudes, Consumer beliefs, Consumer perception