The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry

Abstract

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.