haku: @author Christensen, S.R. / yhteensä: 1
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| Tekijä: | Christensen, S.R. |
| Otsikko: | Measuring consumer reactions to sponsoring partnerships based upon emotional and attitudal responses |
| Lehti: | International Journal of Market Research
2006 : VOL.48:1, p.61-80 |
| Asiasana: | customers sponsorship |
| Kieli: | eng |
| Tiivistelmä: | ConsumersÂ’ reactions to being exposed to sponsorships have primarily been measured and documented by applying cognitive information-processing models to the phenomenon. This paper argues that such effects are probably better modelled by applying models of peripheral information processing to the measurements, and it is suggested that effects can be measured on the attitudes-towards-the-sponsor and emotion-towards-the sponsor levels. The Net Emotional Response Score (NERS) and Net Attitude Response Score (NARS) data are used to illustrate a measurement that can be used to determine whether a potential arrangement has the ability to provide the desired effects or reactions. |
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