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SPONSORSHIP PRACTICES IN AUSTRALIA

Hazel T. Suchard (Head, Division of Business, Australian Catholic University, Sydney, Australia)
Don Scott (Senior Lecturer, Department of Marketing and International Business, University of Auckland, Auckland, New Zealand)

Management Research News

ISSN: 0140-9174

Publication date: 1 April 1992

Abstract

This paper details the major results of a survey of Australian companies using sponsorship. Numerous factors relating to the perceived value of the use of sponsorship and the methodology employed in its use, are examined. The paper concludes that while some Australian companies are sophisticated users of sponsorship, there are still a number of companies which can improve their usage.

Citation

Suchard, H.T. and Scott, D. (1992), "SPONSORSHIP PRACTICES IN AUSTRALIA", Management Research News, Vol. 15 No. 4, pp. 18-27. https://doi.org/10.1108/eb028202

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited