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Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events

Bennett, R, Mousely, W, Kitchin, P J and Ali-Choudhury, R (2007) Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events. In: European Marketing Academy Conference, Iceland. UNSPECIFIED. 9 pp. [Conference contribution]

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Abstract

Five hundred and seventy-nine members of the public who reported that they had previously taken part in one or more charity-related sporting events completed a questionnaire designed to establish their reasons for participation, and their willingness to increase their financial contribution to an event based on its charity-credentials. Ten motives seemingly determined participation, four of which dominated responses, namely motivations arising from personal involvement with the good cause(s) supported by an occasion; opportunities to lead a healthy lifestyle provided by the event; an individual’s involvement with the sport in question; and the desire to mix socially with other attendees.

Item Type:Conference contribution (Paper)
Keywords:Nonprofit marketing, donor behaviour, fundraising, charity-affiliated sporting events.
Faculties and Schools:Faculty of Life and Health Sciences > School of Sport
Faculty of Life and Health Sciences
Research Institutes and Groups:Sport and Exercise Sciences Research Institute > Centre for Sport in Society
Sport and Exercise Sciences Research Institute
ID Code:33941
Deposited By: Mrs Julie Haydock
Deposited On:05 Apr 2016 09:19
Last Modified:17 Oct 2017 16:22

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