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 Type | Paper |
| Authors | Johnson Morgan, Melissa (Author), Jocumsen, Graham (Author) and West, Kristy (Author) |
| Journal or Proceedings Title | Proceedings of the 2004 Australian and New Zealand Marketing Academy Conference (ANZMAC 2004) |
| Number of Pages | 7 |
| Year | 2004 |
| Place of Publication | Wellington, New Zealand |
| ISBN | 0475122143 |
| Web Address (URL) of Paper | http://smib.vuw.ac.nz:8081/WWW/ANZMAC2004/CDsite/papers/Morgan1.PDF |
| Conference/Event | ANZMAC 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. |
| Keywords | sport; experiential; methodology |
| ANZSRC Field of Research 2020 | 350602. 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 Affiliations | School of Management and Marketing |
| Faculty of Business |
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