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...