Consumer response to sponsorship leveraged packaging – a fast moving consumer goods context

Consumer response to sponsorship leveraged packaging – a fast moving consumer goods context

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.

One type of sponsorship leveraging that is widely used in the Australian 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 research specifically addresses these gaps in the known body of literature relating to sponsorship, packaging and marketing communications by empirically investigating the relationship between SLP and consumer behaviour.

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.