... with one case study. Modelling emotional and attitudinal responses as drivers of sponsorship value Keywords sponsorship emotional response attitudes towards sponsorship structural equation model Flemming Hansen Anne Martensen Sverre Riis Christensen Center for Marketing Communication, Copenhagen Business...

.... The effectiveness of sports celebrities in ads depends on their common popularity, whereas the use of sports motifs bears the risk that consumers cannot identify with the situation. Attitudes towards sponsorship seem to play an important role in the perception of sports ads in general. Here further research...