Australian consumers' attitudes about sports sponsorship during an economic downturn

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.

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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to paper due to publisher copyright restrictions.
Depositing User: Dr Melissa Johnson Morgan
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 13 Jun 2011 11:24
Last Modified: 03 Jul 2013 00:35
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 Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/18784

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