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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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.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Authors retain copyright.|
|Uncontrolled Keywords:||sponsorship, FMCG, marketing communications, packaging|
|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:||18 Jan 2008 10:50|
|Last Modified:||02 Jul 2013 22:57|
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