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A Comparative Study Of Sports Orientated And Non-Sports Orientated People's Perceptions Of The Appropriateness Of Alcohol Sponsorship Within Sport, Sharee Wilton

Theses : Honours

This study examines people's perceptions of alcohol sponsorship in sport. Alcohol consumption and sport are closely linked as part of Australian culture and alcohol companies are major sponsors in Australian sport. This study explores any differences of opinion on alcohol sports sponsorship between sports orientated, somewhat sports orientated and non-sports orientated people. A continuum was used to determine where an individual fits between sports orientation and non-sports orientation. The study identified underlying influences that effect people's perception, such as personal participation in sport or having immediate family involved in sport. The study focused on Edith Cowan University students due to …