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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness Sponsorship in a National and International Environment

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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 experience to be able to engage in a conversation with them. The first study analyses activation means by conducting a multi-level field study combining data about the sponsorship instruments of Bundesliga sponsors with fan perceptions. The second study examines international differences in sponsorship effectiveness of Formula One sponsors.

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Detail Information

Series Title

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Call Number

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Publisher

Springer Fachmedien Wiesbaden : Springer Gabler Wiesbaden., 2015

Collation

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Language

English

ISBN/ISSN

978-3-658-07684-9

Classification

NONE

Content Type

text

Media Type

computer

Carrier Type

online resource

Edition

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Subject(s)

Marketing
Management
International Economics

Specific Detail Info

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Statement of Responsibility

Christian Lucas

Other Information

Cataloger

Yudi

Source

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