Modelling the Influence of Organisational Identification and Marketing Actions on Membership Behaviour for Australian Football League Clubs

这个项目是对目前国际上对个人和组织认同在管理营销关系中的作用的创新扩展，从静态的角度到动态的系统模型。这个项目将在五年的时间里纵向考察组织营销活动对消费者和组织之间关系的影响。实验和准实验方法的结合将被用来评估在澳大利亚足球联盟俱乐部成员资格的背景下，与全国每个AFL俱乐部合作进行的个人-组织识别和营销活动以及组织从属关系的各个方面之间的关系。

This project involves an innovative extension of the current international focus on the role of individual and organisational identification in managing marketing relationships, from a static perspective to a dynamic systems model. This project will examine the influence of organisational marketing activities on the relationship between consumers and organisations, longitudinally over five years. A combination of experimental and quasi-experimental methods will be used to estimate the relationships between aspects of individual-organisational identification and marketing activities, and organisational affiliation, in the context of Australian Football League club membership, conducted in partnership with every AFL club nationally.