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)
307
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
:MCB UP Ltd
Copyright © 1992, MCB UP Limited