Estimation of Emotional and Evaluating Effects of Sport Sponsorships
Flemming HansenandJens HallingCopenhagen Business School
Introduction
During the recent decades event marketing and sponsorships have become more and more visible as a supplement or a substitute to traditional advertising. It is therefore important to keep developing methods and instruments to measure the effects of this still progressing phenomenon. The purpose of this paper is to investigate whether it makes sense measuring emotional and evaluating effects of sponsorships, and if this is the case to present a standardised instrument, which can be applied to future research....