Document Type

Conference Proceeding

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

14585

Comments

This article was originally published as: Fanning, S. M., Lambert, C. M., & Maccarthy, M. J. (2012). Validating an old Classic: Deconstructing the Sporting Pyramid using Holt's Typology of Consumption. Proceedings of Australian and New Zealand Marketing Academy Conference. (pp. 7). Western Australia. Adelaide, Australia. Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University, Perth. Original article available here

Abstract

The purpose of this study is to revisit Holt's (1995) seminal treatise – How consumers consume: A typology of consumption practices. Whilst Holt implies that this theory applies to all consumption activities his data was exclusively the consumption of national baseball in the United States of America. The limited nature of Holt's research: one location, one country, one sport, and one level of sport suggests further investigation of this theory in different settings may be insightful. In this study we look at different sports, at different levels, and in an Australian context. Overall, our findings confirm the usefulness and applicability of Holt's typology in an Australian sporting context, however, our study identified that there are factors that must be considered at different levels of participation, particularly relating to the consumer's relationship with the participants.

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