Adelaide Research & Scholarship
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https://hdl.handle.net/2440/29424
| Type: | Conference paper |
| Title: | Sponsors' impact on attitudes and purchase intentions: A longitudinal study of the 2000 Olympic Games |
| Author: | Quester, P. Lardinoit, T. |
| Citation: | Proceedings of ANZMAC 2001 Conference: Bridging Marketing Theory and Practice [online] / S. Chetty & B. Collins (eds.): www1-www7 |
| Publisher: | COLLEGE OF BUSINESS MASSEY UNIVERSITY NEW ZEALAND |
| Publisher Place: | MASSEY UNIVERSITY NEW ZEALAND |
| Issue Date: | 2001 |
| ISBN: | 0473082063 |
| Conference Name: | Australia and New Zealand Marketing Academy Conference (2001 : Auckland, N.Z.) |
| Editor: | Chetty, S. Collins, B. |
| Abstract: | In a longitudinal study conducted in Australia around the 2000 Olympic Games, the effects of the sponsors' activities on consumers' attitudes and purchase intentions were examined. In three consecutive waves of data collection, 750 consumers, selected by mall-intercept, answered questions from a 7-page questionnaire. Unexpectedly, ethnocentrism was not found to influence consumers' attitudes and purchase intentions towards sponsors but explained these responses towards non-sponsors. The implications of these findings are discussed in conclusion. |
| Appears in Collections: | Aurora harvest 2 Business School publications |
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