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Australian consumers' attitudes about sports sponsorship during an economic downturn

Neale, Larry, Fullerton, Sam, & Morgan-Johnson, Melissa (2010) Australian consumers' attitudes about sports sponsorship during an economic downturn. In SMA VIII Proceedings, Sport Marketing Association, Southern Mississippi.

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    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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    ID Code: 39518
    Item Type: Conference Paper
    Additional URLs:
    Keywords: sport, sponsorship, economic recession, australia
    Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
    Divisions: Current > QUT Faculties and Divisions > QUT Business School
    Current > Schools > School of Advertising, Marketing & Public Relations
    Copyright Owner: Copyright 2010 [please consult the authors]
    Deposited On: 19 Jan 2011 08:16
    Last Modified: 01 Mar 2012 00:29

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