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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, David Nickell

Marketing Dissertations

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 also struggle to demonstrate any impact on consumer behavior at all.

Using multi-wave survey data, we quantified the financial impact of a sponsorship. We predicted the number of new buyers based upon changed brand attitudes, consistent with a hierarchy of effects model. We then established the financial return on the sponsorship spending by estimating …