Abstract
Brand marketers routinely allocate a significant portion of their budget to sponsorship. Predicting whether those investment decisions will result in a successful, long-term partnership, however, remains a challenge. In an attempt to alleviate this issue, a dataset of more than 5,800 sponsorships has been compiled that investigates the influence of a variety of factors on the probability of sponsor retention. In addition to its contribution to the sponsorship-linked marketing literature, the model can be utilized by managers to predict the probability of a sponsor being retained and time the sponsor will remain with the property, representing a novel managerial contribution.
- Sponsorship-linked marketing
- sport sponsorship
- predictive analytics
- longitudinal data
- proportional hazards model
- balance theory
- schema-based affect theory
- image transfer
- signaling theory
- Received May 21, 2023.
- Received (in revised form) September 26, 2023.
- Accepted October 23, 2023.
- Copyright © 2024 ARF. All rights reserved.
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Vol 64 Issue 2
