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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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
|Socio-Economic Objective (SEO2008):||B Ecomonic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing|
|Deposited On:||13 Jun 2011 21:24|
|Last Modified:||17 Apr 2013 12:11|
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