Sponsorship leveraged packaging: an exploratory study in FMCG

Woodside, Frances and Summers, Jane (2011) Sponsorship leveraged packaging: an exploratory study in FMCG. Journal of Marketing Communications, 17 (2). pp. 87-105. ISSN 1352-7266


Packaging and sponsorship have been recognised as key tools for gaining competitive advantage, with worldwide packaging expenditures reaching US$500 billion and sponsorship investments reaching US$37 billion. Evidence highlights the importance of supporting sponsorship with additional leveraging, yet little research has addressed the integrative effects of sponsorship with leveraging. This paper examines consumer response to sponsorship leveraged packaging (SLP), a marketing tool widely used in the Australian fast moving consumer goods industry. Exploratory research suggests that SLP is processed peripherally and is impacted by sponsored property identification and sponsor brand loyalty. With multinational corporations allocating hundreds of millions of dollars to sponsorship activity alone, it is crucial that marketers understand how to maximise their packaging and sponsorship investments. This research begins the process of empirically testing how consumers respond to sponsorship leveraged packaging.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Author version deposited in accordance with the copyright policy of the publisher.
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 22 Dec 2010 05:06
Last Modified: 24 Apr 2017 06:24
Uncontrolled Keywords: sponsorship; marketing communications; packaging; consumer behaviour; integrated marketing communication
Fields of Research : 17 Psychology and Cognitive Sciences > 1701 Psychology > 170112 Sensory Processes, Perception and Performance
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150303 Corporate Governance and Stakeholder Engagement
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: 10.1080/13527260903194667
URI: http://eprints.usq.edu.au/id/eprint/7199

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