Consumer response to sponsorship leveraged packaging (SLP) - a FMCG Context

Abstract

[Abstract]: With worldwide sponsorship spending now in excess of US$26 billion, it is important for marketers to understand how to best leverage their sponsorship spend to achieve marketing and corporate goals. One widely used form of sponsorship leverage, particularly in the FMCG Industry is Sponsorship Leveraged Packaging (SLP) which involves depicting the sponsored property’s image, logos or symbols on the sponsoring brands’ packaging. Little is known empirically about if and how SLP impacts consumer attitudes to the sponsoring brand. It would be advantageous for organizations to establish how consumer attitudes are affected by SLP, thereby enabling management to adjust strategies and tactics, to justify continued spending on sponsorships and to differentiate their competitive offerings. This paper develops a research model and methodology to test the relationship between SLP and consumer attitudes and purchase intention.