The role of sponsor brand loyalty in sponsorship arrangements: FMCG context

Paper

Woodside, Frances M. and Summers, Jane. 2010. "The role of sponsor brand loyalty in sponsorship arrangements: FMCG context." Ballantine, Paul and Finsterwalder, Jörg (ed.) ANZMAC 2010: Doing More With Less. Christchurch, New Zealand 29 Nov - 01 Dec 2010 Canterbury, New Zealand.
Paper/Presentation Title

The role of sponsor brand loyalty in sponsorship arrangements: FMCG context

Presentation TypePaper
AuthorsWoodside, Frances M. (Author) and Summers, Jane (Author)
EditorsBallantine, Paul and Finsterwalder, Jörg
Journal or Proceedings TitleProceedings of the 2010 Australian and New Zealand Marketing Academy Conference (ANZMAC 2010)
ERA Conference ID76596
Number of Pages8
Year2010
Place of PublicationCanterbury, New Zealand
ISBN9780473178208
Web Address (URL) of Paperhttp://anzmac2010.org/proceedings/index.html
Conference/EventANZMAC 2010: Doing More With Less
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 2010: Doing More With Less
Parent
ANZMAC Conference
Event Date
29 Nov 2010 to end of 01 Dec 2010
Event Location
Christchurch, New Zealand
Abstract

In today’s fiercely competitive FMCG industry, brand managers have attempted to tackle consumers increasing price sensitivity by creating stronger brands. Marketers are aware that most FMCG consumer purchase decisions are made at the point-of-purchase. As on-pack promotions
are considered particularly effective in influencing the consumer, sponsorship by FMCG organisations may provide a point of differentiation.

In the last decade sponsorship spending increased with large corporations now including some sponsorship spend in their marketing budget, with worldwide sponsorship spending approaching US$45 billion. One widely used form of sponsorship, particularly in the fast moving consumer
goods industry (FMCG) is sponsorship leveraged packaging (SLP). SLP involves depicting the sponsored property’s image and logos on the sponsoring brand’s packaging. Despite its widespread use, little empirical research exists to explain whether sponsorship leveraged
packaging (SLP) impacts consumer behaviour in low involvement settings. This paper provides empirical evidence of the relationship between SLP and loyalty to the sponsoring brand.

Keywordssponsors; sponsorship; loyalty; FMCG
ANZSRC Field of Research 2020520406. Sensory processes, perception and performance
350604. Marketing communications
350605. Marketing management (incl. strategy and customer relations)
Public Notes

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Byline AffiliationsSchool of Management and Marketing
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