Fullerton, Sam and Johnson Morgan, Melissa and Garland, Ron (2008) A contemporary snapshot of consumer attitudes to sport sponsorship in Australia. In: 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under, 17-19 July 2008, Gold Coast, Australia.
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[Abstract]: A sample of 440 heads-of-households in Australia documented a diversity of opinion in regard to 21 statements about various aspects of sports sponsorship. In general, it could be concluded that opinions were positive overall, but that there were a number of concerns. When the sample was split into demographic groups, several significant differences were identified.
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|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Item Status:||Live Archive|
|Additional Information:||No evidence of copyright restrictions on web site. ISBN 978-0-646-50941-9 (CD-ROM).|
|Depositing User:||Dr Melissa Johnson Morgan|
|Faculty / Department / School:||Historic - Faculty of Business - School of Management and Marketing|
|Date Deposited:||11 Jun 2009 04:45|
|Last Modified:||02 Jul 2013 23:13|
|Uncontrolled Keywords:||sponsorship, Australia, consumer attitudes, demographics|
|Fields of Research (FOR2008):||15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
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