Experiential consumption behaviour in sport: a suggested methodology

Paper


Johnson Morgan, Melissa, Jocumsen, Graham and West, Kristy. 2004. "Experiential consumption behaviour in sport: a suggested methodology." ANZMAC 2004: Marketing Accountabilities and Responsibilities. Wellington, New Zealand 29 Nov - 01 Dec 2004 Wellington, New Zealand.
Paper/Presentation Title

Experiential consumption behaviour in sport: a suggested methodology

Presentation TypePaper
AuthorsJohnson Morgan, Melissa (Author), Jocumsen, Graham (Author) and West, Kristy (Author)
Journal or Proceedings TitleProceedings of the 2004 Australian and New Zealand Marketing Academy Conference (ANZMAC 2004)
Number of Pages7
Year2004
Place of PublicationWellington, New Zealand
ISBN0475122143
Web Address (URL) of Paperhttp://smib.vuw.ac.nz:8081/WWW/ANZMAC2004/CDsite/papers/Morgan1.PDF
Conference/EventANZMAC 2004: Marketing Accountabilities and Responsibilities
Event Details
ANZMAC 2004: Marketing Accountabilities and Responsibilities
Parent
ANZMAC Conference
Event Date
29 Nov 2004 to end of 01 Dec 2004
Event Location
Wellington, New Zealand
Abstract

This paper outlines a suggested methodology for experiential research into sport consumption. Experiential sports consumption research currently lacks a strong theory base. A major challenge in developing such a base is selecting appropriate methodologies which are able to capture the dynamic and holistic nature of the responses and behaviours of consumers before, during and after a sports event. This study examines the experiential consumption of televised NFL (American National Football League) games by NFL fans and advocates the use of a combination of phenomenological and positivist paradigms in conjunction with qualitative and quantitative methodologies. Such approaches may be applicable to wider contexts involving sports consumption experiences of both match attendees and television viewers. A deeper knowledge of experiential sport consumption is of interest to both administrators and marketers of sport as well as to advertisers and sponsors of sport and sport events.

Keywordssport; experiential; methodology
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350606. Marketing research methodology
350605. Marketing management (incl. strategy and customer relations)
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsSchool of Management and Marketing
Faculty of Business
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