• Unlocking the Secrets of Sponsorship Retention

  • Jun 27 2024
  • Duración: 22 m
  • Podcast

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Unlocking the Secrets of Sponsorship Retention

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  • Join us in our latest podcast episode as we dive deep into the fascinating world of sponsorship-linked marketing with the expert, Jonathan A. Jensen, from the University of North Carolina at Chapel Hill. I had the privilege to interview Jonathan about his new research featured in the Journal of Advertising Research, titled "Searching for the Holy Grail of Sponsorship-Linked Marketing: A Comprehensive, Generalizable Sponsorship Retention Model."

    In this episode, we explore:

    • The challenges brand marketers face in predicting successful long-term sponsorship partnerships.
    • Insights from an extensive dataset of over 5,800 sponsorships that investigate factors influencing sponsor retention.
    • The managerial implications of Jonathan's predictive model, which has the potential to revolutionize how sponsorship investments are assessed and managed.

    Read the full article here:

    https://www.journalofadvertisingresearch.com/content/64/2/135

    #Podcast #Marketing #Sponsorship #PredictiveAnalytics #BrandManagement #AdvertisingResearch

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