[Abstract]: With worldwide sponsorship spending now in excess of US$26 billion, it is important for marketers to understand how to best leverage their sponsorship spend to achieve marketing and corporate goals. One widely used form of sponsorship leverage, particularly in the FMCG Industry is Sponsorship Leveraged Packaging (SLP) which involves depicting the sponsored property’s image, logos or symbols on the sponsoring brands’ packaging. Little is known empirically about if and how SLP impacts consumer attitudes to the sponsoring brand. It would be advantageous for organizations to establish how consumer attitudes are affected by SLP, thereby enabling management to adjust strategies and tactics, to justify continued spending on sponsorship...
Sponsorship of sporting teams and events has become an increasingly popular form of corporate and br...
The objective of this study is to add insight into understanding the phenomenon of sponsorship lever...
Sports sponsorship has developed exponentially both as a commercial and academic discipline over the...
[Abstract]: With worldwide sponsorship spending now in excess of US$26 billion, it is important for ...
In the last decade, sponsorship has become a mainstream marketing communications tool with worldwide...
Investigation of marketing expenditure during the late 90s and early 00s shows an increase in the us...
With worldwide sponsorship spending now exceeding US$33 billion, it is essential that sponsorship in...
[Abstract]: With global spending now exceeding US$500 billion, packaging is considered a critical st...
The rapid growth of corporate sponsorship (USD $44 billion worldwide), has led to the emergence of ‘...
This conceptual paper considers sponsorship in a fast moving consumer goods context, specifically th...
Corporate sport sponsorship is one of the many tools marketers have at their disposal to try and rea...
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In th...
Purpose: The study aims to explore the novel issue of how consumers perceive sponsorship initiative...
This study investigates the key determinants of positive consumer behaviour associated with corporat...
none3noIn this research we develop a comprehensive model of sponsorship effects accounting for behav...
Sponsorship of sporting teams and events has become an increasingly popular form of corporate and br...
The objective of this study is to add insight into understanding the phenomenon of sponsorship lever...
Sports sponsorship has developed exponentially both as a commercial and academic discipline over the...
[Abstract]: With worldwide sponsorship spending now in excess of US$26 billion, it is important for ...
In the last decade, sponsorship has become a mainstream marketing communications tool with worldwide...
Investigation of marketing expenditure during the late 90s and early 00s shows an increase in the us...
With worldwide sponsorship spending now exceeding US$33 billion, it is essential that sponsorship in...
[Abstract]: With global spending now exceeding US$500 billion, packaging is considered a critical st...
The rapid growth of corporate sponsorship (USD $44 billion worldwide), has led to the emergence of ‘...
This conceptual paper considers sponsorship in a fast moving consumer goods context, specifically th...
Corporate sport sponsorship is one of the many tools marketers have at their disposal to try and rea...
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In th...
Purpose: The study aims to explore the novel issue of how consumers perceive sponsorship initiative...
This study investigates the key determinants of positive consumer behaviour associated with corporat...
none3noIn this research we develop a comprehensive model of sponsorship effects accounting for behav...
Sponsorship of sporting teams and events has become an increasingly popular form of corporate and br...
The objective of this study is to add insight into understanding the phenomenon of sponsorship lever...
Sports sponsorship has developed exponentially both as a commercial and academic discipline over the...