The Influence of Stadium Sponsorship on Consumer Behaviour. A Case Study on Eden Park, Auckland

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aut.embargoNoen_NZ
aut.thirdpc.containsNoen_NZ
dc.contributor.advisorWright, Richard
dc.contributor.authorJashari, Fiolla
dc.date.accessioned2018-11-01T22:34:34Z
dc.date.available2018-11-01T22:34:34Z
dc.date.copyright2018
dc.date.issued2018
dc.date.updated2018-10-31T08:30:35Z
dc.description.abstractThe 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.en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/11925
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.rights.accessrightsOpenAccess
dc.subjectSport managementen_NZ
dc.subjectSponsorshipen_NZ
dc.subjectConsumer behaviouren_NZ
dc.subjectSport sponsorshipen_NZ
dc.subjectSport marketingen_NZ
dc.subjectSport stadiumsen_NZ
dc.subjectSporting facilitiesen_NZ
dc.subjectPartnershipsen_NZ
dc.subjectSport brandsen_NZ
dc.subjectSport eventsen_NZ
dc.subjectStadium sponsorshipen_NZ
dc.subjectSponsorship awarenessen_NZ
dc.subjectSponsorship significanceen_NZ
dc.subjectValue propositionen_NZ
dc.subjectIncentivesen_NZ
dc.subjectConsumer attitudesen_NZ
dc.subjectConsumer beliefsen_NZ
dc.subjectConsumer perceptionen_NZ
dc.titleThe Influence of Stadium Sponsorship on Consumer Behaviour. A Case Study on Eden Park, Aucklanden_NZ
dc.typeDissertationen_NZ
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Dissertations
thesis.degree.nameMaster of Businessen_NZ
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