Fullerton, Sam and Neale, Larry and Johnson Morgan, Melissa (2010) Australian consumers' attitudes about sports sponsorship during an economic downturn. In: 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010), 26-29 Oct 2010, New Orleans, LA, USA.
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Official URL: http://www.sportmarketingassociation.com/2010conference/2010conferencepresentations/P-08.pdf
Abstract
This paper provides an overview of the prevailing attitudes held by Australian residents as they relate to sports sponsorship during a global financial downturn. A survey of 1,158 Australians assessed changes in attitudes from 2008 to 2009; then it addressed issues specific to the economic conditions of 2009. In general, Australians view sports sponsorship favourably.
| Item Type: | Conference or Workshop Item (Commonwealth Reporting Category E) (Paper) |
|---|---|
| Additional Information: | Permanent restricted access to paper due to publisher copyright restrictions. |
| Uncontrolled Keywords: | sponsorship; sports marketing |
| Fields of Research (FOR2008): | 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology |
| Subjects: | UNSPECIFIED |
| Socio-Economic Objective (SEO2008): | B Ecomonic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing |
| ID Code: | 18784 |
| Deposited By: | |
| Deposited On: | 13 Jun 2011 21:24 |
| Last Modified: | 17 Apr 2013 12:11 |
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