Sponsorship logos on FMCG packaging: what factors impact effectiveness?

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.

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Abstract

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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions on web site.
Depositing User: Mrs Frances Woodside
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 09 Jun 2009 12:11
Last Modified: 21 Aug 2014 23:58
Uncontrolled Keywords: integrated marketing communications; consumer behaviour
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/4889

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