You can also use Lagrange multiplier to show it, i.e., you problem is equivalent to
$$
\arg \max_{c, \lambda} \left( c'Ac - \lambda (c'Bc - 1) \right),
$$
where $A = aa'$. The first order condition is
$$
2Ac - 2\lambda Bc=0,
$$
i.e.,
$$
Ac=\lambda Bc,
$$
that is a generalized eigenvalue problem. If $B$ is invertible, then
$$
B^{-1}Ac=\lambda c,
$$
that is the vector $c$ that satisfies the F.O.C, must satisfy this linear, which is by the definition pairs of eigenvectors and eigenvalues of $B^{-1}A$. As such, the final question is which pair to choose? So, going back to the original formulation you have in the nominator
$$
c'Ac=c' \lambda_A c = \lambda_A \sum_{i=1}^nc_i^2,
$$
where the pair of largest eigenvalue and eigenvector of $A$ correspond to the same pair in $B^{-1}A$.
Alternatively you can use even more basic calculus to show it. Recall that
$$
\left( \frac{f(x)}{g(x)} \right)' = \frac{f'g - fg'}{ g^ 2 },
$$
hence the F.O.C is,
$$
\left(\frac{c'Ac}{c'Bc} \right)' = \frac{2Ac c'Bc - 2c'AcBc}{(c'Bc)^2} = 0,
$$
rewriting the LHS and multiplying both sides by $c'Bc/2$ you have
$$
Ac - Bc\frac{ c'Ac }{c'Bc} = 0,
$$
Note that $\frac{ c'Ac }{c'Bc}$ is a (positive) scalar, so denote it by $\lambda$, thus you'll get the generalized eigenvalue problem, i.e.,
$$
Ac = \lambda B c,
$$
hence as previously you have
$$
B^{-1}Ac = \lambda c,
$$
i.e., the mximum is attained for $c$ that is eigenvector of $B^{-1} A$ and the maximum value equals its largest eigenvalue.