Sponsorship logos on FMCG packaging: what factors impact effectiveness?
Paper
Paper/Presentation Title | Sponsorship logos on FMCG packaging: what factors impact effectiveness? |
---|---|
Presentation Type | Paper |
Authors | Woodside, Frances (Author) and Summers, Jane (Author) |
Editors | Wilson, Marie |
Journal or Proceedings Title | Proceedings of the 22nd Annual Conference of the Australian and New Zealand Academy of Management (ANZAM 2008) |
ERA Conference ID | 76593 |
Number of Pages | 15 |
Year | 2008 |
Place of Publication | Canning Bridge. Western Australia |
ISBN | 1863081496 |
Web Address (URL) of Paper | http://wms-soros.mngt.waikato.ac.nz/NR/exeres/3F23F6E5-DC03-4FD0-A610-C54F3FB933A4.htm |
Conference/Event | ANZAM 2008: Managing in the Pacific Century |
Australian and New Zealand Academy of Management Conference | |
Event Details | Australian and New Zealand Academy of Management Conference ANZAM Rank C C C C C C C C C C |
Event Details | ANZAM 2008: Managing in the Pacific Century 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 |
Keywords | integrated marketing communications; consumer behaviour |
ANZSRC Field of Research 2020 | 350602. Consumer-oriented product or service development |
350604. Marketing communications | |
520599. Social and personality psychology not elsewhere classified | |
Public Notes | No evidence of copyright restrictions on web site. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9yyw2/sponsorship-logos-on-fmcg-packaging-what-factors-impact-effectiveness
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