{"id":"https://openalex.org/W2151997005","doi":"https://doi.org/10.26192/q0x9q","title":"Consumer response to sponsorship leveraged packaging \u2013 a fast moving consumer goods context","display_name":"Consumer response to sponsorship leveraged packaging \u2013 a fast moving consumer goods context","publication_year":2010,"publication_date":"2010-01-01","ids":{"openalex":"https://openalex.org/W2151997005","doi":"https://doi.org/10.26192/q0x9q","mag":"2151997005"},"language":"en","primary_location":{"id":"pmh:oai:eprints.usq.edu.au:19652","doi":null,"is_oa":true,"landing_page_url":"http://eprints.usq.edu.au/19652/1/Woodside_2010_front.pdf","pdf_url":"http://eprints.usq.edu.au/19652/2/Woodside_2010_whole.pdf","source":{"id":"https://openalex.org/S4306400692","display_name":"University of Southern Queensland ePrints (University of Southern Queensland)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I185523456","host_organization_name":"University of Southern Queensland","host_organization_lineage":["https://openalex.org/I185523456"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis (PhD/Research)"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":["datacite"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://eprints.usq.edu.au/19652/2/Woodside_2010_whole.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5067304544","display_name":"Frances M. Woodside","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Woodside, Frances M.","raw_affiliation_strings":["Institution Root"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Institution Root","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5067304544"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9696999788284302,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9696999788284302,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14055","display_name":"Consumer Packaging Perceptions and Trends","score":0.013500000350177288,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.012000000104308128,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/corporate-sponsorship","display_name":"corporate sponsorship","score":0.7910000085830688},{"id":"https://openalex.org/keywords/fast-moving-consumer-goods","display_name":"fast-moving consumer goods","score":0.8840000033378601},{"id":"https://openalex.org/keywords/consumer-response","display_name":"consumer response","score":0.7570000290870667},{"id":"https://openalex.org/keywords/brand-identification","display_name":"brand identification","score":0.5590000152587891},{"id":"https://openalex.org/keywords/sponsorship-awareness","display_name":"sponsorship awareness","score":0.7179999947547913},{"id":"https://openalex.org/keywords/packaging-design","display_name":"packaging design","score":0.6100000143051147}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6985799074172974},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6114037036895752},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.5322639346122742},{"id":"https://openalex.org/C153083717","wikidata":"https://www.wikidata.org/wiki/Q6535263","display_name":"Leverage (statistics)","level":2,"score":0.49567902088165283},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.4375085234642029},{"id":"https://openalex.org/C58546491","wikidata":"https://www.wikidata.org/wiki/Q1150207","display_name":"Competitive advantage","level":2,"score":0.4364425837993622},{"id":"https://openalex.org/C120936955","wikidata":"https://www.wikidata.org/wiki/Q2155640","display_name":"Empirical research","level":2,"score":0.4285017251968384},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.42555534839630127},{"id":"https://openalex.org/C2778738759","wikidata":"https://www.wikidata.org/wiki/Q1187656","display_name":"Fast-moving consumer goods","level":2,"score":0.4175843596458435},{"id":"https://openalex.org/C2777617010","wikidata":"https://www.wikidata.org/wiki/Q18957","display_name":"Mainstream","level":2,"score":0.41290879249572754},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.0},{"id":"https://openalex.org/C27206212","wikidata":"https://www.wikidata.org/wiki/Q34178","display_name":"Theology","level":1,"score":0.0},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"pmh:oai:eprints.usq.edu.au:19652","doi":null,"is_oa":true,"landing_page_url":"http://eprints.usq.edu.au/19652/1/Woodside_2010_front.pdf","pdf_url":"http://eprints.usq.edu.au/19652/2/Woodside_2010_whole.pdf","source":{"id":"https://openalex.org/S4306400692","display_name":"University of Southern Queensland ePrints (University of Southern Queensland)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I185523456","host_organization_name":"University of Southern Queensland","host_organization_lineage":["https://openalex.org/I185523456"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis (PhD/Research)"},{"id":"mag:2151997005","doi":null,"is_oa":false,"landing_page_url":"https://eprints.usq.edu.au/19652/2/Woodside_2010_whole.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null},{"id":"doi:10.26192/q0x9q","doi":"https://doi.org/10.26192/q0x9q","is_oa":true,"landing_page_url":"https://doi.org/10.26192/q0x9q","pdf_url":null,"source":{"id":"https://openalex.org/S7407050596","display_name":"University of Southern Queensland research data collection","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I185523456","host_organization_name":"University of Southern Queensland","host_organization_lineage":["https://openalex.org/I185523456"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article-journal"}],"best_oa_location":{"id":"pmh:oai:eprints.usq.edu.au:19652","doi":null,"is_oa":true,"landing_page_url":"http://eprints.usq.edu.au/19652/1/Woodside_2010_front.pdf","pdf_url":"http://eprints.usq.edu.au/19652/2/Woodside_2010_whole.pdf","source":{"id":"https://openalex.org/S4306400692","display_name":"University of Southern Queensland ePrints (University of Southern Queensland)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I185523456","host_organization_name":"University of Southern Queensland","host_organization_lineage":["https://openalex.org/I185523456"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis (PhD/Research)"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2151997005.pdf","grobid_xml":"https://content.openalex.org/works/W2151997005.grobid-xml"},"referenced_works_count":191,"referenced_works":["https://openalex.org/W13942334","https://openalex.org/W72146101","https://openalex.org/W97483536","https://openalex.org/W105798756","https://openalex.org/W131661797","https://openalex.org/W143399821","https://openalex.org/W167905323","https://openalex.org/W188817949","https://openalex.org/W284829578","https://openalex.org/W289653842","https://openalex.org/W299084027","https://openalex.org/W651370736","https://openalex.org/W656527628","https://openalex.org/W768545614","https://openalex.org/W1481032679","https://openalex.org/W1484864026","https://openalex.org/W1486267830","https://openalex.org/W1490036020","https://openalex.org/W1494565151","https://openalex.org/W1502478889","https://openalex.org/W1506627201","https://openalex.org/W1526471426","https://openalex.org/W1540216574","https://openalex.org/W1547713199","https://openalex.org/W1571998446","https://openalex.org/W1577138836","https://openalex.org/W1578381783","https://openalex.org/W1583199882","https://openalex.org/W1592080430","https://openalex.org/W1592324119","https://openalex.org/W1601116606","https://openalex.org/W1741321747","https://openalex.org/W1940808018","https://openalex.org/W1964070961","https://openalex.org/W1964924375","https://openalex.org/W1965119719","https://openalex.org/W1965568061","https://openalex.org/W1966636510","https://openalex.org/W1967514648","https://openalex.org/W1969632396","https://openalex.org/W1970295022","https://openalex.org/W1970365581","https://openalex.org/W1971136811","https://openalex.org/W1971440513","https://openalex.org/W1972906204","https://openalex.org/W1976927322","https://openalex.org/W1977723505","https://openalex.org/W1978274897","https://openalex.org/W1978805558","https://openalex.org/W1979260322","https://openalex.org/W1981638451","https://openalex.org/W1982266111","https://openalex.org/W1984670784","https://openalex.org/W1986641626","https://openalex.org/W1987286910","https://openalex.org/W1988065538","https://openalex.org/W1988896017","https://openalex.org/W1989528006","https://openalex.org/W1991623719","https://openalex.org/W1991987630","https://openalex.org/W1992100108","https://openalex.org/W1992193527","https://openalex.org/W1992852518","https://openalex.org/W1995262161","https://openalex.org/W1996202664","https://openalex.org/W2004716031","https://openalex.org/W2005876946","https://openalex.org/W2006763260","https://openalex.org/W2007521568","https://openalex.org/W2008550649","https://openalex.org/W2011628940","https://openalex.org/W2014543370","https://openalex.org/W2014975189","https://openalex.org/W2015129104","https://openalex.org/W2018566225","https://openalex.org/W2022675545","https://openalex.org/W2024180819","https://openalex.org/W2025051424","https://openalex.org/W2025124060","https://openalex.org/W2028872668","https://openalex.org/W2029125978","https://openalex.org/W2029276573","https://openalex.org/W2030074552","https://openalex.org/W2030463398","https://openalex.org/W2033952602","https://openalex.org/W2034425090","https://openalex.org/W2035120106","https://openalex.org/W2035238467","https://openalex.org/W2035684176","https://openalex.org/W2036389121","https://openalex.org/W2039200841","https://openalex.org/W2040687757","https://openalex.org/W2040993216","https://openalex.org/W2042276900","https://openalex.org/W2042308372","https://openalex.org/W2043448631","https://openalex.org/W2045656729","https://openalex.org/W2045764540","https://openalex.org/W2048596239","https://openalex.org/W2051018964","https://openalex.org/W2051139236","https://openalex.org/W2051709477","https://openalex.org/W2054010477","https://openalex.org/W2054421956","https://openalex.org/W2055313888","https://openalex.org/W2055350960","https://openalex.org/W2055584923","https://openalex.org/W2057023890","https://openalex.org/W2057349705","https://openalex.org/W2061434725","https://openalex.org/W2064982479","https://openalex.org/W2066868252","https://openalex.org/W2066979000","https://openalex.org/W2067266713","https://openalex.org/W2069451162","https://openalex.org/W2070011002","https://openalex.org/W2071666535","https://openalex.org/W2072540619","https://openalex.org/W2075533278","https://openalex.org/W2082222678","https://openalex.org/W2088067361","https://openalex.org/W2089449870","https://openalex.org/W2091124085","https://openalex.org/W2100131428","https://openalex.org/W2100489781","https://openalex.org/W2100538312","https://openalex.org/W2103754880","https://openalex.org/W2106487333","https://openalex.org/W2107860183","https://openalex.org/W2108533522","https://openalex.org/W2114687090","https://openalex.org/W2116119985","https://openalex.org/W2116269919","https://openalex.org/W2116720807","https://openalex.org/W2118606693","https://openalex.org/W2118769530","https://openalex.org/W2118827193","https://openalex.org/W2119807406","https://openalex.org/W2120761580","https://openalex.org/W2122912498","https://openalex.org/W2123780129","https://openalex.org/W2125272611","https://openalex.org/W2131437636","https://openalex.org/W2133415276","https://openalex.org/W2135968761","https://openalex.org/W2140531949","https://openalex.org/W2145976689","https://openalex.org/W2146857523","https://openalex.org/W2147697289","https://openalex.org/W2148478933","https://openalex.org/W2152032121","https://openalex.org/W2155173154","https://openalex.org/W2156022826","https://openalex.org/W2156136792","https://openalex.org/W2159401492","https://openalex.org/W2159743536","https://openalex.org/W2166964527","https://openalex.org/W2167954666","https://openalex.org/W2171010519","https://openalex.org/W2171993075","https://openalex.org/W2177092642","https://openalex.org/W2178049446","https://openalex.org/W2193675367","https://openalex.org/W2194962985","https://openalex.org/W2196056898","https://openalex.org/W2228696039","https://openalex.org/W2266639535","https://openalex.org/W2271044104","https://openalex.org/W2286414293","https://openalex.org/W2286697192","https://openalex.org/W2289525696","https://openalex.org/W2312701592","https://openalex.org/W2313241380","https://openalex.org/W2314814081","https://openalex.org/W2320381894","https://openalex.org/W2325627778","https://openalex.org/W2329925658","https://openalex.org/W2337496966","https://openalex.org/W2795722133","https://openalex.org/W2970524181","https://openalex.org/W2975037971","https://openalex.org/W2991774462","https://openalex.org/W2992509016","https://openalex.org/W2994578274","https://openalex.org/W3008321428","https://openalex.org/W3119652684","https://openalex.org/W3125674072","https://openalex.org/W3129978197","https://openalex.org/W3135155592","https://openalex.org/W3157407122","https://openalex.org/W4414482854"],"related_works":["https://openalex.org/W1590691090","https://openalex.org/W2037654623","https://openalex.org/W5766136","https://openalex.org/W149215236","https://openalex.org/W46809767","https://openalex.org/W67829204","https://openalex.org/W2004716031","https://openalex.org/W2240384498","https://openalex.org/W81589062","https://openalex.org/W2122490512"],"abstract_inverted_index":{"In":[0,188],"the":[1,20,29,43,73,89,96,129,144,152,186,228,235,240,251,257],"last":[2],"decade,":[3],"sponsorship":[4,14,25,40,46,54,66,82,111,157,287],"has":[5,26],"become":[6],"a":[7,34,166,205,269],"mainstream":[8],"marketing":[9,139],"communications":[10,140],"tool":[11],"with":[12,195,227],"worldwide":[13],"spending":[15],"approaching":[16],"US$45":[17],"billion.":[18],"However,":[19],"rapid":[21],"growth":[22],"of":[23,31,65,132,155,169,234,246,250,254,256,268],"corporate":[24],"led":[27],"to":[28,59,108,135,164,171,179,203,207,213,221],"emergence":[30],"\u2018sponsorship":[32],"clutter\u2019,":[33],"major":[35],"challenge":[36],"for":[37,45,273,282],"companies":[38],"seeking":[39],"opportunities.":[41],"As":[42],"market":[44],"becomes":[47,161],"intensely":[48],"competitive,":[49],"it":[50,160],"is":[51,69,81,175,223,242],"essential":[52],"that":[53,68,218],"investments":[55],"be":[56],"carefully":[57],"managed":[58],"ensure":[60],"their":[61],"effectiveness.":[62],"One":[63],"type":[64,245],"leveraging":[67],"widely":[70],"used":[71,176],"in":[72,118,128,201,285],"Australian":[74],"Fast":[75],"Moving":[76],"Consumer":[77],"Goods":[78],"industry":[79],"(FMCG)":[80],"leveraged":[83,112],"packaging":[84,113,137],"(SLP).":[85],"SLP":[86,147,174,222],"involves":[87],"depicting":[88],"sponsored":[90,229,247],"property\u2019s":[91],"image":[92,191],"and":[93,138,148,177,185,231,237,260,289],"logos":[94],"on":[95,183],"sponsoring":[97,258],"brand\u2019s":[98],"packaging.":[99],"Despite":[100],"its":[101,181],"widespread":[102],"use,":[103],"little":[104,270],"empirical":[105],"research":[106,123,265],"exists":[107],"explain":[109,208],"whether":[110],"(SLP)":[114],"impacts":[115],"consumer":[116,149,211,219],"behaviour":[117],"low":[119],"involvement":[120],"settings.":[121],"This":[122],"specifically":[124],"addresses":[125],"these":[126],"gaps":[127],"known":[130],"body":[131],"literature":[133],"relating":[134],"sponsorship,":[136,252,274],"by":[141,225,244],"empirically":[142],"investigating":[143],"relationship":[145,241],"between":[146],"behaviour.":[150],"Given":[151],"current":[153],"trend":[154],"large":[156],"leverage":[158],"investments,":[159],"increasingly":[162],"important":[163],"have":[165],"clear":[167],"understanding":[168,267],"what":[170],"expect":[172],"when":[173],"how":[178],"maximise":[180],"impact":[182],"consumers":[184],"marketplace.":[187],"this":[189,264],"research,":[190],"transfer":[192],"theory,":[193],"together":[194],"an":[196],"attention-trial-response":[197],"model":[198],"are":[199],"presented":[200],"order":[202],"develop":[204],"framework":[206],"factors":[209],"impacting":[210],"response":[212,220],"SLP.":[214],"Empirical":[215],"results":[216],"indicate":[217],"impacted":[224],"identification":[226],"property":[230,236],"perceived":[232],"fit":[233],"sponsor.":[238],"Furthermore,":[239],"moderated":[243],"property,":[248],"awareness":[249],"frequency":[253],"purchase":[255],"brand":[259,283],"respondent":[261],"characteristics.":[262],"Theoretically,":[263],"provides":[266,279],"explored":[271],"context":[272],"i.e.":[275],"FMCG.":[276],"It":[277],"also":[278],"strategic":[280],"relevance":[281],"managers":[284],"guiding":[286],"investment":[288],"package":[290],"design":[291],"decisions.":[292]},"counts_by_year":[],"updated_date":"2026-11-11T12:16:26.678958","created_date":"2016-06-24T00:00:00"}