Sponsorship of fast moving consumer goods - does packaging endorsement contribute to brand attitude?

Abstract

This conceptual paper considers sponsorship in a fast moving consumer goods context, specifically the effects of on-pack promotion of the sponsorship relationship on consumer attitudes and purchase intentions. As little research has explored these issues, this paper proposes a framework considering sponsorship effect with particular attention being paid to outcomes of consumer attitudes toward sponsoring and sponsored brand and purchase intention. It is hypothesized that using on-pack promotion of sponsorship events, causes etc, will invoke deeper learning processes and increasing the likelihood of developing brand preference. To explore these issues, research is proposed consisting of an experiment, using a 2x2x2 experiment design, controlling for involvement and brand familiarity.