JAR Inside the Research Podcast
This podcast gives listeners a look at the latest research articles published in the Journal of Advertising Research. Listen to authors describe their work and what motivated it, explore challenges they faced in the research process, and describe what they'd like to researched next.
JAR Inside the Research Podcast
Unlocking the Secrets of Sponsorship Retention
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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