Consumer awareness of sponsorship - a FMCG context

Paper

Woodside, Frances M. and Summers, Jane. 2009. "Consumer awareness of sponsorship - a FMCG context." Luxton, Sandra (ed.) ANZMAC 2009: Sustainable Management and Marketing. Melbourne, Australia 30 Nov - 02 Dec 2009 Canning Bridge, Western Australia.
Paper/Presentation Title

Consumer awareness of sponsorship - a FMCG context

Presentation TypePaper
AuthorsWoodside, Frances M. (Author) and Summers, Jane (Author)
EditorsLuxton, Sandra
Journal or Proceedings TitleProceedings of the 2009 Australian and New Zealand Marketing Academy Conference (ANZMAC 2009)
ERA Conference ID76596
Number of Pages8
Year2009
Place of PublicationCanning Bridge, Western Australia
ISBN1863081607
Web Address (URL) of Paperhttp://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-233.pdf
Conference/EventANZMAC 2009: Sustainable Management and Marketing
ANZMAC Conference
Event Details
ANZMAC Conference
Australian and New Zealand Marketing Academy Conference
Rank
C
C
C
C
C
C
C
C
C
C
Event Details
ANZMAC 2009: Sustainable Management and Marketing
Parent
ANZMAC Conference
Event Date
30 Nov 2009 to end of 02 Dec 2009
Event Location
Melbourne, Australia
Abstract

Investigation of marketing expenditure during the late 90s and early 00s shows an increase in the use of sponsorship by both large and small companies. Despite its widespread use, sponsorship leveraged packaging (SLP) has received little research attention. As a result, there is little understanding of what to expect when SLP is used and how to maximise its impact on consumers. This paper reports findings relating to consumer awareness of SLP, part of a larger study. Findings indicate that sponsorship leveraging on FMCG packaging significantly impacts consumer response to sponsorship, however prior awareness of the sponsorship appears to have little impact. The understanding provided in this paper has strategic relevance for brand managers in guiding sponsorship and package design decisions.

Keywordssponsorship; consumer behaviour; FMCG; marketing communications; packaging
ANZSRC Field of Research 2020350604. Marketing communications
350605. Marketing management (incl. strategy and customer relations)
520599. Social and personality psychology not elsewhere classified
Public Notes

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Byline AffiliationsSchool of Management and Marketing
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