Work

Sponsorship of Fast Moving Consumer Goods - Does packaging endorsement contribute to brand attitude? A conceptual paper

Year: 2006

Type: article

Abstract: This conceptual paper considers sponsorship in a fast moving consumer goods context, specifically the effects of on-pack promotion of the sponsorship relationship on consumer attitudes and purchase intentions. As little research has explored these issues, this paper proposes a framework considering sponsorship effect with particular attention being paid to outcomes of consumer attitudes toward sponsoring and sponsored brand and purchase intention. It is hypothesized that using on-pack promotion of sponsorship events, causes etc, will invoke deeper learning processes and increasing the likelihood of developing brand preference. To explore these issues, research is proposed consisting of an experiment, using a 2x2x2 experiment design, controlling for involvement and brand familiarity.

Source: University of Southern Queensland ePrints (University of Southern Queensland)

Authors: Frances M. Woodside, Jane Summers, Melissa Morgan

Institution: University of Southern Queensland

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W338577922

FWCI:

Cites: 56

Cited by: 2

Related to: 10