Sponsorship logos on FMCG packaging: what factors impact effectiveness?

Paper

Woodside, Frances and Summers, Jane. 2008. "Sponsorship logos on FMCG packaging: what factors impact effectiveness?" Wilson, Marie (ed.) 22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008). Auckland, New Zealand 02 - 05 Dec 2008 Canning Bridge. Western Australia.
Paper/Presentation Title

Sponsorship logos on FMCG packaging: what factors impact effectiveness?

Presentation TypePaper
AuthorsWoodside, Frances (Author) and Summers, Jane (Author)
EditorsWilson, Marie
Journal or Proceedings TitleProceedings of the 22nd Annual Conference of the Australian and New Zealand Academy of Management (ANZAM 2008)
Number of Pages15
Year2008
Place of PublicationCanning Bridge. Western Australia
ISBN1863081496
Web Address (URL) of Paperhttp://wms-soros.mngt.waikato.ac.nz/NR/exeres/3F23F6E5-DC03-4FD0-A610-C54F3FB933A4.htm
Conference/Event22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008)
Event Details
Rank
C
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Event Details
22nd Australian and New Zealand Academy of Management Conference (ANZAM 2008)
Parent
Australian and New Zealand Academy of Management Conference
Delivery
In person
Event Date
02 to end of 05 Dec 2008
Event Location
Auckland, New Zealand
Abstract

With worldwide sponsorship spending now exceeding US$33 billion, it is essential that sponsorship investments be carefully managed to ensure their effectiveness. In the Australian FMCG industry,sponsorship leveraged packaging (SLP) is widely used to communicate sponsorship arrangements to consumers. This paper develops a research framework, specifically addressing the factors impacting
effectiveness of SLP. It is hypothesized that effectiveness of SLP will be impacted by loyalty to the sponsoring brand and identification with the sponsored property. It is expected that this relationship will be moderated by the degree of sponsorship leverage and the perceived fit between the sponsoring brand and the sponsored property. To explore these factors, research is proposed consisting of an experiment, using a two group before and after design.

Keywordsintegrated marketing communications; consumer behaviour
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350604. Marketing communications
520599. Social and personality psychology not elsewhere classified
Public Notes

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Byline AffiliationsSchool of Management and Marketing
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