Australian consumers' attitudes about sports sponsorship during an economic downturn
Paper
Fullerton, Sam, Neale, Larry and Johnson Morgan, Melissa. 2010. "Australian consumers' attitudes about sports sponsorship during an economic downturn." Schwartz, Eric (ed.) 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010). New Orleans, United States 26 - 29 Oct 2010 New Orleans, United States.
Paper/Presentation Title | Australian consumers' attitudes about sports sponsorship during an economic downturn |
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Presentation Type | Paper |
Authors | Fullerton, Sam (Author), Neale, Larry (Author) and Johnson Morgan, Melissa (Author) |
Editors | Schwartz, Eric |
Journal or Proceedings Title | Proceedings of the 8th Annual Sport Marketing Association Conference (SMA 2010) |
Number of Pages | 7 |
Year | 2010 |
Place of Publication | New Orleans, United States |
ISBN | 9780984088416 |
Web Address (URL) of Paper | http://www.sportmarketingassociation.com/2010conference/2010conferencepresentations/P-08.pdf |
Conference/Event | 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010) |
Event Details | 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010) Event Date 26 to end of 29 Oct 2010 Event Location New Orleans, United States |
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. |
Keywords | sponsorship; sports marketing |
ANZSRC Field of Research 2020 | 350604. Marketing communications |
350605. Marketing management (incl. strategy and customer relations) | |
520599. Social and personality psychology not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Eastern Michigan University, United States |
Queensland University of Technology | |
School of Management and Marketing | |
Institution of Origin | University of Southern Queensland |
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