Modelling emotional and attitudinal responses as drivers of sponsorship value

This paper reports findings from a larger study of sponsors and their relationships to sponsored parties. Rather than evaluating such sponsorships in traditional cognitive and conscious effect hierarchical terms, a conceptual Sponsor Value Model is specified as a structural equation model estimated by a partial least squares method (PLS), where the drivers are emotions towards the sponsorship and attitudes towards the sponsorship. It is found that the two classes of variables drive overall value of sponsoring and this is illustrated with one case study.