Measuring Consumer Reactions to Sponsoring Partnerships Based upon Emotional and Attitudinal Responses


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Measuring Consumer Reactions to Sponsoring Partnerships Based upon Emotional and Attitudinal Responses

Show simple item record Riis Christensen, Sverre en_US 2009-02-04T10:24:11Z 2009-02-04T10:24:11Z 2004-11-26T00:00:00Z en_US
dc.description.abstract Consumers reactions from being exposed to sponsorships has primarily been measured and docu-mented applying cognitive information processing models to the phenomenon. In the paper it is argued that such effects are probably better modelled applying models of peripheral information processing to the measurements, and it is suggested that the effects can be measured on the atti-tudes-towards-the sponsor and on the emotion-towards-the sponsor levels. This type of modelling is known as the ELAM model, however the types of independent variables involved is new to research into sponsorship effects. Two batteries of statements, attitude words and feeling words, are developed and a study is carried out with 470 respondents, randomly selected from the population. The data are analysed and pro-vide expressions of positive and negative attitude reaction and emotional reaction that show marked differences in consumer reactions towards sponsored objects of different natures as well as towards potential sponsoring organisations. For instance, the charitable institutions measured in the study elicit larger negative emotional re-sponses than positive responses, corresponding to a negative Net Emotional Response Score (NERS). Amongst the potential sponsoring companies only one company – a tobacco manufacturer – show this profile in NERS. The variation in NERS between charitable institutions and sports insti-tutions is quite dramatic – and has a high face validity. When studying attitude responses (Net Atti-tude Response Score or NARS), the differences between sponsored institutions are much smaller, although the charitable institutions still show a structurally different profile from the cultural and sports institutions. The differences between companies in NARS are quite small and probably only significant in a few instances. The NERS and NARS data are used to illustrate a "goodness-of-fit�? measurement that companies – or organisations looking for sponsors – can use to determine whether a potential arrangement has the ability to provide the desired effects on reactions. This goodness of fit is both applied to the net scores and to the full evaluations on the attitude and emotion batteries and it seems as if the latter approach will be richer in explanatory power for a potential sponsor. en_US
dc.format.extent 24 s. en_US
dc.language eng en_US
dc.relation.ispartofseries Research paper;2004-007 en_US
dc.subject.other kep en_US
dc.title Measuring Consumer Reactions to Sponsoring Partnerships Based upon Emotional and Attitudinal Responses en_US
dc.type wp en_US
dc.accessionstatus modt04nov26 miel 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 x656444486 en_US København en_US
dc.publisher.year 2004 en_US

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