Modelling Emotional and Attitudinal Evaluations of Major Sponsors


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Modelling Emotional and Attitudinal Evaluations of Major Sponsors

Vis færre oplysninger Martensen, Anne en_US Hansen, Flemming en_US 2009-02-04T10:24:13Z 2009-02-04T10:24:13Z 2004-04-02T00:00:00Z en_US
dc.description.abstract The paper reports findings from a larger study of sponsors and their relationship to sponsored parties. In the present reporting, the focus is on sponsors. Rather than evaluating such sponsorships in traditional effect hierarchical terms, a conceptual Sponsor Value Model is specified as a structural equation model where the drivers are attitudes towards the sponsorship and emotions towards the sponsorship. It is found that the two classes of variables describe different aspects of the perception of sponsorships, and that they both contribute significantly to the overall value of sponsoring for a particular company. In the present paper, two cases are shown for two major sponsors. The specified Sponsor Value Model is estimated by a partial least squares (PLS) method. It is found that the two sponsors are perceived differently, both in terms of emotional and attitudinal responses. It is also found that the emotional responses aroused by the sponsorships are at least as important as those ascribable to attitudinal elements. Key words: Sponsorship, emotional response, attitudes towards sponsorship, structural equation model en_US
dc.format.extent 13 s. en_US
dc.language eng en_US
dc.relation.ispartofseries Research paper;2004-04 en_US
dc.subject.other sponsering en_US
dc.subject.other emotioner en_US
dc.subject.other structural equation en_US
dc.title Modelling Emotional and Attitudinal Evaluations of Major Sponsors en_US
dc.type wp en_US
dc.accessionstatus modt04apr02 inrumo en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Afsætningsøkonomi en_US
dc.contributor.departmentshort en_US
dc.contributor.departmentuk Department of Marketing en_US
dc.contributor.departmentukshort en_US
dc.idnumber x645152640 en_US København en_US
dc.publisher.year 2004 en_US

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