Consumer awareness of sponsorship - a FMCG context

Woodside, Frances M. and Summers, Jane (2009) Consumer awareness of sponsorship - a FMCG context. In: ANZMAC 2009: Sustainable Management and Marketing, 30 Nov-2 Dec 2009, Melbourne, Australia.

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Abstract

Investigation of marketing expenditure during the late 90s and early 00s shows an increase in the use of sponsorship by both large and small companies. Despite its widespread use, sponsorship leveraged packaging (SLP) has received little research attention. As a result, there is little understanding of what to expect when SLP is used and how to maximise its impact on consumers. This paper reports findings relating to consumer awareness of SLP, part of a larger study. Findings indicate that sponsorship leveraging on FMCG packaging significantly impacts consumer response to sponsorship, however prior awareness of the sponsorship appears to have little impact. The understanding provided in this paper has strategic relevance for brand managers in guiding sponsorship and package design decisions.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Depositing User: Mrs Frances Woodside
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 13 Jan 2010 05:56
Last Modified: 02 Jul 2013 23:30
Uncontrolled Keywords: sponsorship; consumer behaviour; FMCG; marketing communications; packaging
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
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/6209

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