The Drivers of a Successful Corporate Sponsorship and the Quantified Financial Impact: Applying the Attitudinal Triad of Cognition, Affect, and Conation and Customer Lifetime Value to Corporate Sponsorships
While the volume of research on corporate event sponsorships as a marketing tool has increased markedly over the past decade, the results have done little to help marketers to justify sponsorship spending. Not only do marketers have little knowledge of a sponsored event’s financial return, they als...
| Main Author: | |
|---|---|
| Format: | Others |
| Published: |
Digital Archive @ GSU
2010
|
| Subjects: | |
| Online Access: | http://digitalarchive.gsu.edu/marketing_diss/17 http://digitalarchive.gsu.edu/cgi/viewcontent.cgi?article=1016&context=marketing_diss |