Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging?

Woodside, Frances M. and Summers, Jane and Johnson Morgan, Melissa (2007) Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging? In: ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance, 3-5 Dec 2007, Dunedin, New Zealand.

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Abstract

In the last decade sponsorship spending increased with large corporations now including some sponsorship spend in their marketing budget. With worldwide sponsorship spending now in excess of US$26 billion (IEG2005), it is important for marketers to understand the impact of sponsorship investment on their customers as well as how to best leverage their sponsorship spend to achieve marketing and corporate goals. One widely used form of sponsorship, particularly in the fast moving consumer goods industry (FMCG) is sponsorship leveraged packaging (SLP). In spite of its common use, little is known empirically about if and how leveraging sponsorship through packaging impacts consumer attitudes to the sponsoring brand. This paper proposes a research model and methodology that will allow researchers to test the relationship between SLP and consumer attitudes and purchase intention.


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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: Mrs Frances Woodside
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 18 Jan 2008 10:50
Last Modified: 02 Jul 2013 22:57
Uncontrolled Keywords: sponsorship, FMCG, marketing communications, packaging
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
URI: http://eprints.usq.edu.au/id/eprint/3763

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