Woodside, Frances M. and Summers, Jane and Johnson Morgan, Melissa (2006) The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry. In: ANZMAC 2006: Advancing Theory, Maintaining Relevance, 4-6 Dec 2006, Brisbane Australia.
This paper explores the concept of sponsorship endorsed packaging in a fast moving consumer goods context, specifically addressing the effects of on-pack promotion of a sponsorship relationship on consumer attitudes. Although an abundance of literature exists in the sponsorship field and considerable attention has been paid to packaging research, little prior research has explored these issues in combination. This conceptual paper examines extant literature relating to sponsorship, packaging and consumer attitudes in order to develop a framework for further study. Using associative learning as a theoretical basis, a Sponsorship Endorsed Packaging Effects Model has been developed. It is hypothesized that using on-pack promotion of sponsorship will activate existing associative memory, thereby invoking positive brand attitudes. The paper offers future research directions.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Authors retain copyright.|
|Uncontrolled Keywords:||sponsorship; leveraging; consumer behaviour; image transfer; associative memory network|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350206 Advertising and Public Relations
350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research
|Depositing User:||Mrs Frances Woodside|
|Date Deposited:||11 Oct 2007 00:56|
|Last Modified:||02 Jul 2013 22:41|
Actions (login required)
|Archive Repository Staff Only|