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| Author: | Taylor, R. Shanka, T. |
| Title: | Cause for event: not-for-profit marketing through participant sports events |
| Journal: | Journal of Marketing Management
2008 : VOL. 24:9-10, p. 945-958 |
| Index terms: | event marketing motivation non-profit organizations sports industry social marketing |
| Freeterms: | non-profit marketing |
| Language: | eng |
| Abstract: | This article investigates the motivations, satisfaction and intention of participants attending a sports event organised by a non-profit organisation as a major avenue of cause promotion and source of revenue generation. Factor analysis found that four components of achievement, involvement, status and socialisation contributed to participants' motivations. The involvement component exhibited significance to overall satisfaction of the event, with overall satisfaction significantly relating to future event participation intention. These findings have significance for non-profit marketing strategies when segmenting those attending non-profit revenue generating events. |
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