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...
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.
