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...