Consumer response to sponsorship leveraged packaging (SLP) - a FMCG Context
Paper
Paper/Presentation Title | Consumer response to sponsorship leveraged packaging (SLP) - a FMCG Context |
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Presentation Type | Paper |
Authors | |
Author | Woodside, Frances |
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 | 8 |
Year | 2007 |
Place of Publication | Dunedin, New Zealand |
ISBN | 9781877156299 |
Web Address (URL) of Paper | http://www.anzmac07.otago.ac.nz/doctoralcolloquium.aspx |
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 | [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. |
Keywords | packaging, sponsorship, FMCG |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
350605. Marketing management (incl. strategy and customer relations) | |
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/9y8zx/consumer-response-to-sponsorship-leveraged-packaging-slp-a-fmcg-context
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