... sponsorship environment. To conduct this investigation, the authors first utilize hierarchical regression (i.e. nested modeling) to determine the potential influence of several distinct factors on costs. Then, multiple regression analysis is employed to develop a predictive empirical model. The model...

... for further research studies, potentially leading to a fruitful approach to the planning of “cross‐selling” initiatives. Adam Lindgreen can be contacted at: a.lindgreen@hull.ac.uk © Emerald Group Publishing Limited 2007 Regression analysis Market segmentation Financial services...