期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2012
卷号：2
期号：5
页码：1-8
出版社：Human Resource Management Academic Research Society
摘要：The Australian Football League (AFL) is the biggest sporting business in Australia and has the largest viewing audience per capita of any sport in the world. AFL umpires are a very visible presence on match day, and therefore contribute to the AFL brand. The AFL Corporation needs to pay attention to the contribution AFL Umpires make to the AFL Brand. This paper investigates through a survey how the football public perceives AFL umpires in order to see whether they may have an effect the AFL's brand. An online survey was distributed to the general AFL football public. The survey was quantitative-based, but included an opportunity for participants to add further comment
