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

  title={Sponsorship of Fast Moving Consumer Goods – Does packaging endorsement contribute to brand attitude ? A conceptual paper},
  author={Frances Woodside B. Bus and Melissa Johnson Morgan},
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… CONTINUE READING

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