Robert Hohenauer examines the influence of image-building factors on purchase intention and places it in the increasingly relevant context of actual buying behavior. His research approach, which combines quantitative online studies within the target group with a purchase process analysis and expert interviews, opens new perspectives for evaluating the effectiveness of sponsorship. He demonstrates that an action-triggering activation of the potential buyer is necessary to bridge the gap between stated purchase intention and actual buying behavior. An activation matrix, two sponsorship cockpits, and practical recommendations support sponsorship managers in implementing a sponsorship.