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...

[Abstract]: This paper presents a conceptual framework which aims to examine the impact of special event entertainment (SEE) on shopping centre patrons’ behaviours. Adapted from Wakefield and Baker’s model (1998), the framework presented proposes that shoppers’perceptions of SEE constitute...

In the last decade sponsorship spending increased with large corporations now including some sponsorship spend in their marketing budget. With worldwide sponsorship spending now in excess of US$26 billion (IEG2005), it is important for marketers to understand the impact of sponsorship investment...