Modelling emotional and attitudinal evaluations of major sponsors
Anne Martensen & Flemming HansenCopenhagen Business School
1. INTRODUCTION
In evaluating potential sponsoring objects, companies are very concerned with the effects resulting from their investment. Will it have a positive effect on the company's sales?
In rare cases, information about this is provided (Waliser, 2003), but in real life most sponsors will have to rely on less perfect effect indicators. Thus, a sequence of responses suggested by the effect hierarchy model (Hansen, 1997) is analysed: exposure, awareness, information processing (attitude change), purchase intention and purchase.
In reviewing...