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This paper reports findings from a larger study of sponsors and their relationships to sponsored parties. Rather than evaluating such sponsorships in traditional cognitive and conscious effect hierarchical terms, a conceptual Sponsor Value Model is specified as a structural equation model estimated by a partial least squares method (PLS), where the drivers are emotions towards the sponsorship and attitudes towards the sponsorship. It is found that the two classes of variables drive overall value of sponsoring and this is illustrated with one case study.

Recent neurological research has pointed to the importance of fundamental emotional processes for most kinds of human behaviour. Measures of emotional response tendencies towards brands seem to reveal intangible aspects of brand equity, particularly in a marketing context. In this paper a procedure for estimating such emotional brand equity is presented and findings from two successive studies of more than 100 brands are reported. It demonstrates how changes that occur between two years are explainable in terms of factors identifiable in the markets, and that the measures otherwise are stable over time. Also, it is shown that the measurement procedure is extremely robust.

The theme of this issue of Advances in International Marketing is cross-cultural buyer behavior. In developing the call for papers for this issue, we intentionally defined buyer behavior in a broad sense in order to allow for papers on innovative and cutting edge issues in buyer behavior to be included. Additionally, we made a special point of publicizing the call in various parts of the world in order to ensure multiple perspectives.