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.
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)|
|Item Status:||Live Archive|
|Additional Information:||Permanent restricted access to paper due to publisher copyright restrictions.|
|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 :||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:||B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing|
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