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Found 1 from your keywords: author=LUCAS, Christian
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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness Sponsor…
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LUCAS, Christian

Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer…

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978-3-658-07684-9
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