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

Presentation TypePaper
AuthorsFullerton, Sam (Author), Neale, Larry (Author) and Johnson Morgan, Melissa (Author)
EditorsSchwartz, Eric
Journal or Proceedings TitleProceedings of the 8th Annual Sport Marketing Association Conference (SMA 2010)
Number of Pages7
Year2010
Place of PublicationNew Orleans, United States
ISBN9780984088416
Web Address (URL) of Paperhttp://www.sportmarketingassociation.com/2010conference/2010conferencepresentations/P-08.pdf
Conference/Event8th 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.

Keywordssponsorship; sports marketing
ANZSRC Field of Research 2020350604. Marketing communications
350605. Marketing management (incl. strategy and customer relations)
520599. Social and personality psychology not elsewhere classified
Public Notes

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Byline AffiliationsEastern Michigan University, United States
Queensland University of Technology
School of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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https://research.usq.edu.au/item/q09w5/australian-consumers-attitudes-about-sports-sponsorship-during-an-economic-downturn

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