Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging?
Paper
Paper/Presentation Title | Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging? |
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Presentation Type | Paper |
Authors | Woodside, Frances M. (Author), Summers, Jane (Author) and Johnson Morgan, Melissa (Author) |
Editors | Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen |
Journal or Proceedings Title | Proceedings of the 2007 Australian and New Zealand Marketing Academy Conference (ANZMAC 2007) |
Number of Pages | 10 |
Year | 2007 |
Place of Publication | Dunedin, New Zealand |
ISBN | 9781877156299 |
Web Address (URL) of Paper | http://conferences.anzmac.org/ANZMAC2007/papers/FWoodside_1.pdf |
Conference/Event | ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop |
Event Details | ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop Event Date 30 Nov 2007 to end of 02 Dec 2007 Event Location Dunedin, New Zealand |
Abstract | In the last decade sponsorship spending increased with large corporations now including some sponsorship spend in their marketing budget. With worldwide sponsorship spending now in excess of US$26 billion (IEG2005), it is important for marketers to understand the impact of sponsorship investment on their customers as well as how to best leverage their sponsorship spend to achieve marketing and corporate goals. One widely used form of sponsorship, particularly in the fast moving consumer goods industry (FMCG) is sponsorship leveraged packaging (SLP). In spite of its common use, little is known empirically about if and how leveraging sponsorship through packaging impacts consumer attitudes to the sponsoring brand. This paper proposes a research model and methodology that will allow researchers to test the relationship between SLP and consumer attitudes and purchase intention. |
Keywords | sponsorship, FMCG, marketing communications, packaging |
ANZSRC Field of Research 2020 | 350604. Marketing communications |
350699. Marketing not elsewhere classified | |
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/9y8zq/sponsorship-leveraging-improves-consumer-attitudes-and-purchase-intentions-towards-the-sponsoring-brand-but-is-it-relevant-for-fmcg-packaging
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