Unlocking the Secrets of Sponsorship Retention

JAR Inside the Research Podcast

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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