Consumer response to sponsorship leveraged packaging – a fast moving consumer goods context
PhD Thesis
Title | Consumer response to sponsorship leveraged packaging – a fast moving consumer goods context |
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Type | PhD Thesis |
Authors | |
Author | Woodside, Frances M. |
Supervisor | Summers, Jane |
Institution of Origin | University of Southern Queensland |
Qualification Name | Doctor of Philosophy |
Number of Pages | 216 |
Year | 2010 |
Abstract | In the last decade, sponsorship has become a mainstream marketing communications tool with worldwide sponsorship spending approaching US$45 billion. However, the rapid growth of corporate sponsorship has led to the emergence of ‘sponsorship clutter’, a major challenge for companies seeking sponsorship opportunities. As the market for sponsorship becomes intensely competitive, it is essential that sponsorship investments be carefully managed to ensure their effectiveness. Given the current trend of large sponsorship leverage investments, it becomes increasingly important to have a clear understanding of what to expect when SLP is used and how to maximise its impact on consumers and the marketplace. In this research, image transfer theory, together with an attention-trial-response model are presented in order to develop a framework to explain factors impacting consumer response to SLP. Empirical results indicate that consumer response to SLP is impacted by identification with the sponsored property and perceived fit of the property and sponsor. Furthermore, the relationship is moderated by type of sponsored property, awareness of the sponsorship, frequency of purchase of the sponsoring brand and respondent characteristics. Theoretically, this research provides understanding of a little explored context for sponsorship, i.e. FMCG. It also provides strategic relevance for brand managers in guiding sponsorship investment and package design decisions. |
Keywords | sponsorship; marketing; sponsorship leveraged packaging |
ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
350604. Marketing communications | |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/q0x9q/consumer-response-to-sponsorship-leveraged-packaging-a-fast-moving-consumer-goods-context
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