Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment 2015th Edition

Ebook Details


Christian Lucas

Year 2014
Pages 185
Publisher Springer Gabler
Language en
ISBN 9783658076832
File Size 13.04 MB
File Format PDF
Download Counter 97
Amazon Link

Ebook Description

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.