Modelling emotional and attitudinal responses as drivers of sponsorship value

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...