A contemporary snapshot of consumer attitudes to sport sponsorship in Australia

Paper

Fullerton, Sam, Johnson Morgan, Melissa and Garland, Ron. 2008. "A contemporary snapshot of consumer attitudes to sport sponsorship in Australia." James, Jeffrey, Summers, Jane and Johnson Morgan, Melissa (ed.) 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008). Gold Coast, Australia 17 - 19 Jul 2008 Toowoomba, Australia.
Paper/Presentation Title

A contemporary snapshot of consumer attitudes to sport sponsorship in Australia

Presentation TypePaper
AuthorsFullerton, Sam (Author), Johnson Morgan, Melissa (Author) and Garland, Ron (Author)
EditorsJames, Jeffrey, Summers, Jane and Johnson Morgan, Melissa
Journal or Proceedings TitleProceedings of the 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under
Number of Pages10
Year2008
Place of PublicationToowoomba, Australia
ISBN9780646509419
Web Address (URL) of Paperhttp://www.sportmarketingassociation.com/2008conference.htm
Conference/Event6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008)
Event Details
6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008)
Event Date
17 to end of 19 Jul 2008
Event Location
Gold Coast, Australia
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.

Keywordssponsorship, Australia, consumer attitudes, demographics
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
350606. Marketing research methodology
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsEastern Michigan University, United States
Department of Marketing and Tourism
University of Waikato, New Zealand
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