Special event entertainment (SEE) is a category of shopping centre entertainment that is seasonal, temporary and discrete in nature and it can involve school holiday entertainment, fashion shows and market days (Sit, Merrilees and Birch, 2003). Using SEE, shopping centre managers seek to entice...

This paper explores the concept of sponsorship endorsed packaging in a fast moving consumer goods context, specifically addressing the effects of on-pack promotion of a sponsorship relationship on consumer attitudes. Although an abundance of literature exists in the sponsorship field and...