Kanoyangwa, Ranganai and Summers, Jane and Johnson Morgan, Melissa (2004) Understanding the motivations of teenagers for sport related consumption. In: ANZMAC 2004: Marketing Accountabilities and Responsibilities, 29 Nov-1 Dec 2004, Wellington, New Zealand .
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This paper introduces the exploratory stage of a larger study investigating the motivations of teenagers for sport related consumption. Understanding the motivations of teenagers for sport related consumption is an increasingly important topic in the field of sport marketing. Teenagers not only represent a large consuming market in their own right but also represent the future market for both direct and indirect sport consumption. Current literature in this area has identified a number of relevant motivations for sport participation and fandom amongst adults. However, motivations for other forms of sport related consumption such as attending live sporting events and purchasing and using electronic sporting games have not been explored. In addition none of this motivational research in sport has been applied to the teenage market. A review of literature in this area and the findings of exploratory focus groups are reported in this paper.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Authors retain copyright.|
|Uncontrolled Keywords:||teenagers; sport; consumption|
|Fields of Research (FOR2008):||17 Psychology and Cognitive Sciences > 1701 Psychology > 170114 Sport and Exercise Psychology|
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
|Socio-Economic Objective (SEO2008):||B Ecomonic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing|
|Deposited On:||05 Mar 2010 14:39|
|Last Modified:||02 Feb 2012 14:33|
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