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A Model Of Consumer purchaser Behaviour Relating To The Sponsorship Of Major mark Events In Australia Yayoi Chester Doctor of Philosophy 2007 A Model of Consumer vendee Behaviour Relating To The Sponsorship Of Major Sporting Events In Australia by Yayoi Chester dexterity of Business and Enterprise Swinburne University of Technology Abstract This thesis investigates the primaeval determinants of positive consumer behavior to protagonistships. Using the consumer decision making form and classical learn principles as an underpinning framework, this thesis examines consumer perceptions of a sponsor, sponsored lieu and sponsorship activity sexual relation to a consumers bearing to purchase a sponsors product or service. The purchase intent of consumers is analysed as an outcome of five meaningful constructs: event chemical elements, sponsor computes, sponsorship factors, a pre-purchase response and the conveyancing of image values. Intent to purchase is evaluated as the antecedent to purchase, however, both(prenominal) economic and non-economic outcomes are considered in this oeuvre as frigid to encouraging positive consumer behaviour. A multi-method draw close intricate the collection of both qualitative and quantitative data.

nidus groups ceremonious the scope of research followed by the distribution of multi-item surveys to members of the world from regional and metropolitan areas of Victoria, Australia. By selecting Australian Rules Football and the Australian lawn tennis Open as the context for the empirical persona of this study, a number of sponsors in key industries could be examined. i  morphologic equatio n modelling was used to analyse survey data.! The conceptual model and hypotheses were tested using exploratory and confirmatory factor analyses. The results show that consumer attitudes and beliefs about a sponsor, and their perception of fit in the midst of a sponsor and sponsored property, have a self-coloured stroller on their prepurchase response. The strength of a...If you want to get a in full essay, order it on our website: OrderEssay.net

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