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

Woodside, Frances M. and Summers, Jane and Johnson Morgan, Melissa (2006) Sponsorship of fast moving consumer goods - does packaging endorsement contribute to brand attitude? In: International Conference of the Academy of Business Administration, 16-20 Aug 2006, Munich, Germany.

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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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Depositing User: Dr Jane Summers
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 11 Oct 2007 00:50
Last Modified: 02 Jul 2013 22:39
Uncontrolled Keywords: sponsorship; packaging; endorsement
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement
17 Psychology and Cognitive Sciences > 1702 Cognitive Sciences > 170202 Decision Making
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/1710

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