Year: 2008
Type: article
Study design: Study Protocol
Abstract: With worldwide sponsorship spending now exceeding US$33 billion, it is essential that sponsorship investments be carefully managed to ensure their effectiveness. In the Australian FMCG industry,sponsorship leveraged packaging (SLP) is widely used to communicate sponsorship arrangements to consumers. This paper develops a research framework, specifically addressing the factors impacting \neffectiveness of SLP. It is hypothesized that effectiveness of SLP will be impacted by loyalty to the sponsoring brand and identification with the sponsored property. It is expected that this relationship will be moderated by the degree of sponsorship leverage and the perceived fit between the sponsoring brand and the sponsored property. To explore these factors, research is proposed consisting of an experiment, using a two group before and after design. \n
Authors: Frances M. Woodside, Jane Summers
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W46809767