Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment - Applied Marketing Science / Angewandte Marketingforschung (Paperback)Christian Lucas (author)
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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.
Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Number of pages: 185
Weight: 282 g
Dimensions: 210 x 148 x 12 mm
Edition: 2015 ed.
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