Leveraging the Factors Affecting Participation in the Martial Arts: A Validation and Application of Twemlow, Lerma and Twemlow

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Title Leveraging the Factors Affecting Participation in the Martial Arts: A Validation and Application of Twemlow, Lerma and Twemlow
Author Winzar, Hume Francis; Pope, Nigel Kenneth; Kim, Ki Wan; Forrest, Edward
Publication Title AUSTRALIAN AND NEW ZEALAND MARKETING ACADEMY
Editor Charles Patti and Judy Drennan
Year Published 2006
Place of publication Brisbane
Publisher AUSTRALIAN AND NEW ZEALAND MARKETING ACADEMY
Abstract This paper reports a validation, refinement and application of a scale by Twemlow, Lerma and Twemlow (1996). The relationships of the motivating factors underlying martial arts participation are further utilized within an integrated marketing strategy for student recruitment. Data for 60 martial arts students were subjected to exploratory factor and item reliability analysis. Four factors were derived: Spirituality, Physical discipline, Sport, and Fun. Consistent with the Twemlow study, Physical discipline was the most important motivator. A MANCOVA indicated that these factors were not significantly associated with skill level or time in training, with a moderate relationship between Age and Spirituality.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.anzmac2006.qut.com/
Alternative URI http://www.anzmac.org
Copyright Statement Copyright remains with the authors 2006. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 1 74107 159 3
Conference name ANZMAC 2006
Location Brisbane
Date From 2006-12-04
Date To 2006-12-06
URI http://hdl.handle.net/10072/13194
Date Accessioned 2007-03-06
Date Available 2009-01-28T06:45:11Z
Language en_AU
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research; PRE2009-Personality, Abilities and Assessment
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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