Woodside, Frances (2007) Consumer response to sponsorship leveraged packaging (SLP) - a FMCG Context. In: ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop, 30 Nov - 2 Dec 2007, Dunedin, New Zealand.
[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.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Authors retain copyright.|
|Uncontrolled Keywords:||packaging, sponsorship, FMCG|
|Subjects:||220000 Social Sciences, Humanities and Arts - General
350000 Commerce, Management, Tourism and Services
|Depositing User:||Mrs Frances Woodside|
|Date Deposited:||21 Jan 2008 05:33|
|Last Modified:||02 Jul 2013 22:57|
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