The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry

Woodside, Frances M. and Summers, Jane and Johnson Morgan, Melissa (2006) The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry. In: ANZMAC 2006: Advancing Theory, Maintaining Relevance, 4-6 Dec 2006, Brisbane Australia.

Abstract

This paper explores the concept of sponsorship endorsed packaging in a fast moving consumer goods context, specifically addressing the effects of on-pack promotion of a sponsorship relationship on consumer attitudes. Although an abundance of literature exists in the sponsorship field and considerable attention has been paid to packaging research, little prior research has explored these issues in combination. This conceptual paper examines extant literature relating to sponsorship, packaging and consumer attitudes in order to develop a framework for further study. Using associative learning as a theoretical basis, a Sponsorship Endorsed Packaging Effects Model has been developed. It is hypothesized that using on-pack promotion of sponsorship will activate existing associative memory, thereby invoking positive brand attitudes. The paper offers future research directions.

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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.
Faculty/School / Institute/Centre:	Historic - Faculty of Business - Department of Marketing and Tourism (Up to 31 Mar 2007)
Faculty/School / Institute/Centre:	Historic - Faculty of Business - Department of Marketing and Tourism (Up to 31 Mar 2007)
Date Deposited:	11 Oct 2007 00:56
Last Modified:	02 Jul 2013 22:41
Uncontrolled Keywords:	sponsorship; leveraging; consumer behaviour; image transfer; associative memory network
Fields of Research (2008):	15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Fields of Research (2020):	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350606 Marketing research methodology 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350604 Marketing communications 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350608 Marketing theory
Socio-Economic Objectives (2008):	B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI:	http://eprints.usq.edu.au/id/eprint/2071

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