Consumer response to sponsorship leveraged packaging (SLP) - a FMCG Context

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.


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[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.

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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: 21 Jan 2008 05:33
Last Modified: 02 Jul 2013 22:57
Uncontrolled Keywords: packaging, sponsorship, FMCG
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)

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