Sponsorship leveraged packaging: an exploratory study in FMCG
Article
Article Title | Sponsorship leveraged packaging: an exploratory study in FMCG |
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ERA Journal ID | 19825 |
Article Category | Article |
Authors | Woodside, Frances (Author) and Summers, Jane (Author) |
Journal Title | Journal of Marketing Communications |
Journal Citation | 17 (2), pp. 87-105 |
Number of Pages | 19 |
Year | 2011 |
Place of Publication | United Kingdom |
ISSN | 1352-7266 |
1466-4445 | |
Digital Object Identifier (DOI) | https://doi.org/10.1080/13527260903194667 |
Web Address (URL) | https://www.tandfonline.com/doi/full/10.1080/13527260903194667 |
Abstract | Packaging and sponsorship have been recognised as key tools for gaining competitive advantage, with worldwide packaging expenditures reaching US$500 billion and sponsorship investments reaching US$37 billion. Evidence highlights the importance of supporting sponsorship with additional leveraging, yet little research has addressed the integrative effects of sponsorship with leveraging. This paper examines consumer response to sponsorship leveraged packaging (SLP), a marketing tool widely used in the Australian fast moving consumer goods industry. Exploratory research suggests that SLP is processed peripherally and is impacted by sponsored property identification and sponsor brand loyalty. With multinational corporations allocating hundreds of millions of dollars to sponsorship activity alone, it is crucial that marketers understand how to maximise their packaging and sponsorship investments. This research begins the process of empirically testing how consumers respond to sponsorship leveraged packaging. |
Keywords | sponsorship; marketing communications; packaging; consumer behaviour; integrated marketing communication |
ANZSRC Field of Research 2020 | 520406. Sensory processes, perception and performance |
350799. Strategy, management and organisational behaviour not elsewhere classified | |
350604. Marketing communications | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9z9wy/sponsorship-leveraged-packaging-an-exploratory-study-in-fmcg
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