Modelling emotional and attitudinal responses as drivers of sponsorship value

Flemming Hansen, Anne Martensen and Sverre Riis Christensen

The paper reports findings from a larger study of sponsors and their relationship to sponsored parties.
  

Modelling emotional and attitudinal responses as drivers of sponsorship value

Flemming Hansen, Anne Martensen and Sverre Riis ChristensenCopenhagen Business School

1. INTRODUCTION

Sponsorships can take many forms. The broadest form in consumer marketing is printing logotypes on player jerseys or along the perimeter of the arena. The many companies that engage in sponsoring do so because they know or assume that these activities are a way in which to communicate with the consumer in order to build brand equity, and eventually expect the effort to materialize in sales.

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