Woodside, Frances and Summers, Jane (2008) Sponsorship logos on FMCG packaging: what factors impact effectiveness? In: ANZAM 2008: Managing in the Pacific Century, 2-5 Dec 2008, Auckland, New Zealand.
With worldwide sponsorship spending now exceeding US$33 billion, it is essential that sponsorship investments be carefully managed to ensure their effectiveness. In the Australian FMCG industry,sponsorship leveraged packaging (SLP) is widely used to communicate sponsorship arrangements to consumers. This paper develops a research framework, specifically addressing the factors impacting effectiveness of SLP. It is hypothesized that effectiveness of SLP will be impacted by loyalty to the sponsoring brand and identification with the sponsored property. It is expected that this relationship will be moderated by the degree of sponsorship leverage and the perceived fit between the sponsoring brand and the sponsored property. To explore these factors, research is proposed consisting of an experiment, using a two group before and after design.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||No evidence of copyright restrictions on web site.|
|Uncontrolled Keywords:||integrated marketing communications; consumer behaviour|
|Subjects:||350000 Commerce, Management, Tourism and Services
350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research
|Depositing User:||Mrs Frances Woodside|
|Date Deposited:||09 Jun 2009 12:11|
|Last Modified:||02 Jul 2013 23:13|
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