A contemporary snapshot of consumer attitudes to sport sponsorship in Australia

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

[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)
Refereed: Yes
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: 24 Jul 2014 11:45
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
URI: http://eprints.usq.edu.au/id/eprint/4902

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