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 Type | Paper |
| Authors | Fullerton, Sam (Author), Johnson Morgan, Melissa (Author) and Garland, Ron (Author) |
| Editors | James, Jeffrey, Summers, Jane and Johnson Morgan, Melissa |
| Journal or Proceedings Title | Proceedings of the 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under |
| Number of Pages | 10 |
| Year | 2008 |
| Place of Publication | Toowoomba, Australia |
| ISBN | 9780646509419 |
| Web Address (URL) of Paper | http://www.sportmarketingassociation.com/2008conference.htm |
| Conference/Event | 6th 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. |
| Keywords | sponsorship, Australia, consumer attitudes, demographics |
| ANZSRC Field of Research 2020 | 350699. Marketing not elsewhere classified |
| 350606. Marketing research methodology | |
| Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
| Byline Affiliations | Eastern Michigan University, United States |
| Department of Marketing and Tourism | |
| University of Waikato, New Zealand |
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