mcdonald-influenceofpoint-2004.pdf (88.05 kB)
The influence of point of identification on merchandise consumption
conference contribution
posted on 2004-01-01, 00:00 authored by H McDonald, Robin Shaw, M DellIt has long been recognised that consumers can form bonds and identify strongly with the organisations with which they are involved. When the organisation in question is a professional sporting club, identification can be a complex issue. Sports fans can identify with the team as a whole, with individual players, or both. How this different point of identification affects behaviour such as merchandise consumption is the focus of this paper. The survey responses of 161 members of the Kangaroos Football (AFL) Club suggest that members can identify with both team and individual players in tandem. Far from being opposites, team and player identification were found to be distinct constructs, not significantly related to each other. The point of identification was related to the nature of merchandise consumed and the manner in which it was consumed. The results suggest both player and team identification should be encouraged and that merchandise should cater for both in an inclusive way.
History
Title of proceedings
ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedingsEvent
Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)Pagination
1 - 7Publisher
ANZMACLocation
Wellington, New ZealandPlace of publication
Dunedin, N.Z.Start date
2004-11-29End date
2004-12-01ISBN-13
9780475122148ISBN-10
0475122143Language
engPublication classification
E1 Full written paper - refereed; E Conference publicationCopyright notice
2004, The authorsEditor/Contributor(s)
J Wiley, P ThirkellUsage metrics
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