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

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Sponsor- and Country-Related Predictors of Sponsorship Effectiveness/ by Christian Lucas.
其他題名:	Sponsorship in a National and International Environment /
作者:	Lucas, Christian.
面頁冊數:	XIX, 185 p. 23 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-658-07684-9
ISBN:	9783658076849

Sponsor- and Country-Related Predictors of Sponsorship Effectiveness = Sponsorship in a National and International Environment /
Lucas, Christian.

Sponsor- and Country-Related Predictors of Sponsorship EffectivenessSponsorship in a National and International Environment /[electronic resource] :by Christian Lucas. - 1st ed. 2015. - XIX, 185 p. 23 illus.online resource. - Applied Marketing Science / Angewandte Marketingforschung,2627-1982. - Applied Marketing Science / Angewandte Marketingforschung,.

Comprehensive literature review on sponsorship effectiveness -- Effectiveness of leverage and activation instruments in sponsorship -- Country-specific differences in sponsorship effectiveness -- Managerial implications of the research findings.

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. Contents Comprehensive literature review on sponsorship effectiveness Effectiveness of leverage and activation instruments in sponsorship Country-specific differences in sponsorship effectiveness Managerial implications of the research findings Target Groups Researchers and students of Marketing, Sports, Event, & Brand Management Specialists in Sponsorship, Sports, & Event Management The Author Dr. Christian Lucas received his degree from the Carl-Friedrich-Gauß Faculty of the Technische Universität Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschläger. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.

ISBN: 9783658076849

Standard No.: 10.1007/978-3-658-07684-9doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

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