The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry
Paper
Paper/Presentation Title | The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry |
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Presentation Type | Paper |
Authors | Woodside, Frances M. (Author), Summers, Jane (Author) and Johnson Morgan, Melissa (Author) |
Editors | Ali, Yunus and van Dessel, Maria |
Journal or Proceedings Title | Proceedings of the 2006 Australian and New Zealand Marketing Academy Conference (ANZMAC 2006) |
Number of Pages | 9 |
Year | 2006 |
Place of Publication | Brisbane, Australia |
ISBN | 1741071593 |
Web Address (URL) of Paper | http://www.anzmac2006.qut.com/ |
Conference/Event | ANZMAC 2006: Advancing Theory, Maintaining Relevance |
Event Details | ANZMAC 2006: Advancing Theory, Maintaining Relevance Parent ANZMAC Conference Event Date 04 to end of 06 Dec 2006 Event Location 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. |
Keywords | sponsorship; leveraging; consumer behaviour; image transfer; associative memory network |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
350604. Marketing communications | |
350608. Marketing theory | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9y0v0/the-effect-of-sponsorship-endorsed-packaging-on-consumer-attitudes-a-conceptual-enquiry
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