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.
Faculty/School / Institute/Centre: Historic - Faculty of Business - School of Management and Marketing (1 Apr 2007 - 31 Dec 2010)
Faculty/School / Institute/Centre: Historic - Faculty of Business - School of Management and Marketing (1 Apr 2007 - 31 Dec 2010)
Date Deposited: 13 Jun 2011 11:24
Last Modified: 03 Jul 2013 00:35
Uncontrolled Keywords: sponsorship; sports marketing
Fields of Research (2008): 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
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350604 Marketing communications
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations)
52 PSYCHOLOGY > 5205 Social and personality psychology > 520599 Social and personality psychology not elsewhere classified
Socio-Economic Objectives (2008): 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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