The role of sponsor brand loyalty in sponsorship arrangements: FMCG context

Woodside, Frances M. and Summers, Jane (2010) The role of sponsor brand loyalty in sponsorship arrangements: FMCG context. In: ANZMAC 2010: Doing More With Less, 29 Nov-1 Dec 2010, Christchurch, New Zealand.

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In today’s fiercely competitive FMCG industry, brand managers have attempted to tackle consumers increasing price sensitivity by creating stronger brands. Marketers are aware that most FMCG consumer purchase decisions are made at the point-of-purchase. As on-pack promotions
are considered particularly effective in influencing the consumer, sponsorship by FMCG organisations may provide a point of differentiation.

In the last decade sponsorship spending increased with large corporations now including some sponsorship spend in their marketing budget, with worldwide sponsorship spending approaching US$45 billion. One widely used form of sponsorship, particularly in the fast moving consumer
goods industry (FMCG) is sponsorship leveraged packaging (SLP). SLP involves depicting the sponsored property’s image and logos on the sponsoring brand’s packaging. Despite its widespread use, little empirical research exists to explain whether sponsorship leveraged
packaging (SLP) impacts consumer behaviour in low involvement settings. This paper provides empirical evidence of the relationship between SLP and loyalty to the sponsoring brand.

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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 / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 22 Dec 2010 06:06
Last Modified: 04 Sep 2014 06:06
Uncontrolled Keywords: sponsors; sponsorship; loyalty; FMCG
Fields of Research : 17 Psychology and Cognitive Sciences > 1701 Psychology > 170112 Sensory Processes, Perception and Performance
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)
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing

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