Consumer Response to Sponsorship Leveraged Packaging a Fast Moving Consumer …€¦ · ·...
Transcript of Consumer Response to Sponsorship Leveraged Packaging a Fast Moving Consumer …€¦ · ·...
Consumer Response to
Sponsorship Leveraged Packaging –
a Fast Moving Consumer Goods Context
Frances M Woodside
B. Bus (Marketing) (First Class Honours)
Submitted in fulfilment of the degree of
Doctor of Philosophy
University of Southern Queensland
2010
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CERTIFICATION OF DISSERTATION
I certify that the ideas, results, analyses and conclusions reported in this dissertation are entirely my
own effort, except where otherwise acknowledged. I also certify that the work is original and has not
been previously submitted for any other award, except where otherwise acknowledged.
______________________ ______________
Signature of candidate: Date
ENDORSEMENT
______________________ ______________
Signature of Supervisor/s Date
______________________ ______________
Signature of Supervisor/s Date
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Abstract
In the last decade, sponsorship has become a mainstream marketing communications
tool with worldwide sponsorship spending approaching US$45 billion. However, the
rapid growth of corporate sponsorship has led to the emergence of ‗sponsorship
clutter‘, a major challenge for companies seeking sponsorship opportunities. As the
market for sponsorship becomes intensely competitive, it is essential that sponsorship
investments be carefully managed to ensure their effectiveness.
One type of sponsorship leveraging that is widely used in the Australian Fast Moving
Consumer Goods industry (FMCG) is sponsorship leveraged packaging (SLP). SLP
involves depicting the sponsored property‘s image and logos on the sponsoring
brand‘s packaging. Despite its widespread use, little empirical research exists to
explain whether sponsorship leveraged packaging (SLP) impacts consumer
behaviour in low involvement settings. This research specifically addresses these
gaps in the known body of literature relating to sponsorship, packaging and
marketing communications by empirically investigating the relationship between
SLP and consumer behaviour.
Given the current trend of large sponsorship leverage investments, it becomes
increasingly important to have a clear understanding of what to expect when SLP is
used and how to maximise its impact on consumers and the marketplace. In this
research, image transfer theory, together with an attention-trial-response model are
presented in order to develop a framework to explain factors impacting consumer
response to SLP. Empirical results indicate that consumer response to SLP is
impacted by identification with the sponsored property and perceived fit of the
property and sponsor. Furthermore, the relationship is moderated by type of
sponsored property, awareness of the sponsorship, frequency of purchase of the
sponsoring brand and respondent characteristics. Theoretically, this research
provides understanding of a little explored context for sponsorship, i.e. FMCG. It
also provides strategic relevance for brand managers in guiding sponsorship
investment and package design decisions.
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Table of Contents
Abstract .................................................................................................... ii
Publications Produced in Conjunction With This Thesis ................... x
Acknowledgements ................................................................................. xi
1 Introduction .......................................................................................... 1
1.1 Sponsorship as a Marketing Communications Tool: an Overview ....................... 1
1.2 Purpose of the Research ......................................................................................... 3
1.3 Justification for the Research ................................................................................. 3
1.3.1 Academic Contributions .................................................................................. 4
1.3.2 Contributions to Practice ................................................................................. 5
1.4 Methodology .......................................................................................................... 5
1.4.1 Stage One: Literature Review and Research Design. ...................................... 6
1.4.2 Stage Two: Study 1 .......................................................................................... 7
1.4.3 Stage 3: Study 2 ............................................................................................... 7
1.4.4 Research Paradigm and Methodology ............................................................. 8
1.5 Delimitations of Scope and Definitions ................................................................. 9
1.6 Outline of the Thesis ............................................................................................ 10
1.7 Conclusion ........................................................................................................... 11
Chapter 2 Literature Review ............................................................... 12
2.1 Introduction .......................................................................................................... 12
2.2 Marketing Communications ................................................................................ 13
2.3 Sponsorship .......................................................................................................... 16
2.3.1 Sponsorship Defined ...................................................................................... 17
2.3.2 Sponsorship Types ......................................................................................... 21
2.3.3 Sponsorship Research .................................................................................... 22
2.4 Theoretical Framework – Sponsorship Processing Mechanics ........................... 23
2.4.1 Low Level Processing .................................................................................... 25
2.4.2 Brand Image transfer ..................................................................................... 27
2.4.3 Sponsored Property Identification ................................................................. 30
2.4.4 Perceived Fit .................................................................................................. 32
2.5 Leveraging Sponsorship Through Packaging ...................................................... 34
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2.6 Consumer Response to Sponsorship Messages ................................................... 36
2.6.1 Hierarchy of Effects Model ........................................................................... 36
2.6.2 Attention, Trial, Reinforcement Model ......................................................... 37
2.6.3 Consumer Attitudes Toward the Sponsoring Brand ...................................... 39
2.6.4 Brand Experience ........................................................................................... 39
2.6.5 Purchase Intention Toward the Sponsor‘s Products ...................................... 40
2.6.6 Trial Intention Toward the Sponsor‘s Products ............................................. 41
2.7 Preliminary Model - Factors Impacting Consumer Response to SLP ................. 44
2.8 Conclusion ........................................................................................................... 47
Chapter 3 Study 1.................................................................................. 48
3.1 Introduction .......................................................................................................... 48
3.2 Theoretical Foundations ...................................................................................... 49
3.3 Rationale and Objectives for Study 1 .................................................................. 52
3.4 Methodology for Study 1 - Exploratory Research ............................................... 53
3.4.1 Step 1 - Focus Group Methodology ............................................................... 53
3.4.2 Step - 1 Focus Group Findings ...................................................................... 56
3.4.3 Step 2 - Depth Interview Methodology ......................................................... 60
3.4.4 Step 2 - Depth Interview Findings ................................................................. 62
3.4.4 Step 3 - Qualitative Survey Methodology ..................................................... 64
3.4.5 Step 3 - Qualitative Survey Findings ............................................................. 66
3.5 Discussion of Results from Study 1 ..................................................................... 69
3.6 Revised Model and Hypotheses ........................................................................... 75
3.7 Conclusions .......................................................................................................... 76
Chapter 4 – Study 2 Methodology ....................................................... 77
4.1 Introduction .......................................................................................................... 77
4.2 Rationale for Research Method ........................................................................... 77
4.3 Study 2 Methodology ........................................................................................... 79
4.3.1 Experiment Design ........................................................................................ 79
4.3.2 Questionnaire Design and Measurement Scales ............................................ 82
4.3.3 Sampling ........................................................................................................ 97
4.3.4 Ethical Considerations ................................................................................... 98
4.3.5 Data Analysis Strategies ................................................................................ 99
4.4 Conclusion ......................................................................................................... 103
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Chapter 5 – Study 2 Results ............................................................... 104
5.1 Introduction ........................................................................................................ 104
5.2 Development of Conceptual Model and Hypotheses ........................................ 105
5.3 Profile and Analysis of Respondents ................................................................. 107
5.3.1 Response Rate .............................................................................................. 109
5.3.2 Assessment of Profiles ................................................................................. 109
5.4 Preliminary Analysis .......................................................................................... 109
5.4.1. Cleaning and Screening .............................................................................. 110
5.4.2 Descriptive Statistics .................................................................................... 113
5.5 Measurement Models ......................................................................................... 117
5.5.1 Sponsored Property Identification Scale ...................................................... 121
5.5.2 Sponsoring Brand Loyalty scale .................................................................. 123
5.5.3 Consumer Response to Sponsorship Leveraged Packaging (SLP) scale ..... 126
5.5.4 Perceived Fit Scale ....................................................................................... 129
5.5.5 Four Factor Measurement Model ................................................................ 131
5.6 Analysis of the Structural Models and Tests of Hypotheses ............................. 136
5.6.1 Descriptive Statistics .................................................................................... 136
5.6.2 Correlation Analysis .................................................................................... 137
5.6.3 Structural Equation Model Factors Impacting Consumer Response to SLP 138
5.7 Moderating Hypotheses ..................................................................................... 142
5.7.1 Type of Sponsored Property ........................................................................ 143
5.7.2 Awareness of Sponsorship ........................................................................... 145
5.7.3 Frequency of Purchase ................................................................................. 147
5.7.4 Demographic Groups ................................................................................... 150
5.8 Conclusions ........................................................................................................ 152
Chapter 6 .............................................................................................. 154
6.1 Introduction ........................................................................................................ 154
6.2 Implications of Results of Study 2 ..................................................................... 157
6.3 Conclusions about the Research Purpose .......................................................... 165
6.4 Theoretical Contribution .................................................................................... 167
6.5 Implications for Practice .................................................................................... 170
6.6 Limitations and Future Research ....................................................................... 171
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LIST OF REFERENCES ................................................................... 174
APPENDIX 1 – EXPLORATORY RESEARCH PROTOCOLS .. 193
APPENDIX 2 – STUDY 2 QUESTIONNAIRE VERSIONS .......... 202
APPENDIX 3 – CORRELATION MATRIX ................................... 203
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List of Tables
Table 1.1 – Summary of Research Program ................................................................ 6
Table 2.1 – Definitions of Sponsorship ..................................................................... 17
Table 2.2 – Types of Sponsorship ............................................................................. 22
Table 2.3 – Sponsorship Research Streams ............................................................... 22
Table 2.4 – Sponsorship Processing Mechanics ........................................................ 24
Table 2.5 – Image transfer Study Findings ................................................................ 29
Table 2.6 – Sponsored Property Identification Study Findings ................................. 31
Table 2.7 – Congruency Study Findings ................................................................... 33
Table 2.8 – Sponsorship Outcomes ........................................................................... 42
Table 3.1 – Alternative Enquiry Paradigms ............................................................... 50
Table 3.2 – Focus Group Profiles .............................................................................. 55
Table 3.3 – Depth Interview Profiles ......................................................................... 61
Table 3.4 – Qualitative Survey Participant Profiles .................................................. 65
Table 3.5 – Response to Category Involvement ........................................................ 66
Table 3.6 – Response to Packaging in Product Categories ........................................ 67
Table 3.7 – Response to Attitude Questions – Qualitative Survey ............................ 68
Table 3.8 – Research Hypotheses .............................................................................. 76
Table 4.1 – Operationalisation of Variables .............................................................. 88
Table 4.2 – Validity and Reliability ........................................................................... 94
Table 5.1 – Research Hypotheses ............................................................................ 107
Table 5.2 – Demographic Profile of Respondents ................................................... 107
Table 5.3 – Means and standard deviation of variables used in Study 2 ................. 114
Table 5.4 – Exploratory Factor Analysis - Factor Correlation Matrix .................... 118
Table 5.5 – Pattern Matrix Study 2 .......................................................................... 120
Table 5.6 – Sponsored Property Identification Scale .............................................. 121
Table 5.7 – Item Correlations Sponsored Property Identification Scale ................. 122
Table 5.8 – Measures of Fit for the Sponsored Property Identification Scale ......... 122
Table 5.9 – Sponsoring Brand Loyalty Scale .......................................................... 124
Table 5.10 – Item Correlations Sponsoring Brand Loyalty Scale ........................... 124
Table 5.11 – Measures of Fit for the Sponsoring Brand Loyalty Scale ................... 126
Table 5.12 – Consumer Response to Sponsorship Leveraged Packaging Scale ..... 126
Table 5.13 – Item Correlations Consumer Response to SLP scale ......................... 127
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Table 5.14 – Large Standardised Residuals Consumer Response to SLP Scale ..... 128
Table 5.15 – Measures of Fit for the Consumer Response to SLP Scale ................ 129
Table 5.16 – Perceived Fit Scale ............................................................................. 130
Table 5.17 – Measures of Fit for the Perceived Fit Scale ........................................ 131
Table 5.18 – Four Factor Measurement Model ....................................................... 132
Table 5.19 – Large Standardised Residuals Four Factor Measurement Model ....... 133
Table 5.20 – Measures of Fit for the Four Factor Measurement Model .................. 134
Table 5.21 – Construct Descriptive Statistics .......................................................... 137
Table 5.22 – Correlation Table for Constructs in the Model ................................... 138
Table 5.23 – Measures of Model Fit – Multi-group Analysis Perceived Fit ........... 142
Table 5.24 – Regression Coefficients – Multi-group Analysis Perceived Fit ......... 142
Table 5.25 – Measures of Fit – Multi-group Analysis Type of Sponsored Property143
Table 5.26 – Measures of Fit Constraints freed – Type of Sponsored Property ...... 144
Table 5.27 – Regression Coefficients – Multi-group Analysis Perceived Fit ......... 145
Table 5.28 – Measures of Fit – Awareness of the Sponsorship ............................... 146
Table 5.29 – Regression Coefficients –Awareness of the Sponsorship .................. 147
Table 5.30 – Measures of Fit – Multi-group Analysis Frequency of Purchase ....... 148
Table 5.31 – Regression Coefficients – Frequency of Purchase ............................. 149
Table 5.32 – Moderating Hypotheses – Respondent Characteristics ...................... 151
Table 5.33 – Results of Hypotheses Tests 1 - 8 ...................................................... 153
Table 6.1 – Results of Hypotheses Tests 1 - 8 ...................................................... 157
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List of Figures
Figure 1.1 – Outline of the Thesis ............................................................................. 11
Figure 2.1 – Literature Review Sequence .................................................................. 12
Figure 2.2 – Model Sponsorship Linked Marketing Communications ..................... 24
Figure 2.3 – Preliminary Model - Factors Impacting Consumer Response to SLP .. 46
Figure 3.1 – Chapter Outline ..................................................................................... 49
Figure 3.2 – Revised Research Model for Study 2 .................................................... 75
Figure 4.1 – Chapter Outline ..................................................................................... 77
Figure 5.1 – Chapter Outline ................................................................................... 105
Figure 5.2 – Conceptual Model - Factors Impacting Consumer Response to SLP . 106
Figure 5.3 – Factors Impacting Consumer Response to SLP .................................. 139
Figure 5.4 – Final Model of Factors Impacting Consumer Response to SLP ......... 152
Figure 6.1 – Chapter Outline ................................................................................... 154
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Publications Produced in Conjunction With This Thesis
Woodside, F, Summers J, and Johnson Morgan M, 2006, ‗Sponsorship of Fast
Moving Consumer Goods – Does packaging endorsement contribute to brand
attitude? A conceptual paper‘ International Business Trends: Contemporary
Readings, Sam Fullerton and David L. Moore, editors, The Academy of Business
Administration: Ypsilanti, MI, 2006, pp213 – 221.
Woodside, F, Summers J, and Johnson Morgan M, 2006, ‗The Effect of Sponsorship
Endorsed Packaging on Consumer Attitudes: a conceptual enquiry‘ Proceedings of
2006 ANZMAC Conference (1 – 3 December) Brisbane QLD.
Woodside, F, Summers, J and Johnson Morgan, M 2007, ‗Sponsorship leveraging
improves consumer attitudes and purchase intentions towards the sponsoring brand –
but is it relevant for FMCG packaging?‘ Proceedings of 2007 ANZMAC Conference
(3-5 December), Dunedin, New Zealand. ** Awarded Best Paper in IMC track
Woodside, F, & Summers, J 2008 ‗Packaging Exploitation In Fast Moving
Consumer Goods: Consumer Processing Of Sponsorship Messages‘, Proceedings of
2008 Global Marketing Conference, Shanghai (March).
Woodside, F, & Summers, J 2008 Sponsorship logos on FMCG packaging – what
factors impact effectiveness? Proceedings of 2008 ANZAM Conference, (4-6
December), Auckland, New Zealand.
Woodside, F, & Summers, J 2009, Consumer Awareness of Sponsorship – a FMCG
context‘ Proceedings of 2009 ANZMAC Conference (1-3 December), Melbourne
VIC.
Woodside, F, & Summers, J, Consumer Awareness of Sponsorship – a FMCG
context, Journal of Marketing Communication, [paper accepted October 2009 -
publication date to be advised]
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Acknowledgements
This is an excellent opportunity to express my admiration and appreciation to all
those who have greatly assisted me in this work. Firstly, to my husband Malcolm
for his encouragement, assistance and patience, you have made a challenging time
more bearable. To my helpful and supportive children Tiffany, James, Jeremy,
Bronson and Natasha, thanks everyone.
My supervisor, Associate Professor, Dr Jane Summers provided invaluable,
guidance, constructive feedback and encouraging support throughout my research
program, thank you for your expertise and understanding, Jane. I would also like
show my appreciation to my associate supervisor, Dr Melissa Johnson Morgan.
Thanks for your sincere friendship, Melissa. I value greatly the tremendous
assistance you have given by being there and cheering me on.
To my friends and marketing colleagues: Jason, Eric, Tiana, and Dawn, your care
and encouragement, sympathetic ear and humorous adages made the hard work seem
like fun (almost). To my parents, thank you Mum and Dad, for your prayers and
support, and for teaching me by example, to do whatever I do, with wholehearted
dedication and determination.
Finally, thank you to my Lord and Heavenly Father, for granting me wisdom to
understand what I was doing and inspiration to make this thesis happen. Without
God‘s grace, patience and longsuffering, I would not have succeeded in this often
challenging, frequently frustrating but greatly rewarding adventure.