Modelling emotional and attitudinal evaluations of major sponsors

Anne Martensen and Flemming Hansen

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

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...

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