Measuring consumer reactions to sponsoring partnerships based upon emotional and attitudinal responses

Consumers’ reactions to being exposed to sponsorships have primarily been measured and documented by applying cognitive information-processing models to the phenomenon.
  

Measuring Consumer Reactions to Sponsoring Partnerships Based Upon Emotional and Attitudinal Responses

Sverre Riis ChristensenCopenhagen Business School

BACKGROUND

Sponsorships can take many forms, from adding a logotype to a brochure soliciting contributions for a worthy cause, to putting logotypes on sports jerseys or along the perimeter of the arena, or may combine the company brand or logo with an event in the form of event sponsorship. Irrespective of form, the many companies that engage in sponsorship do so because they know or assume that these activities offer a way in which to communicate with the consumer in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands