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.
| Autorius: | Christian Lucas |
| Serija: | Applied Marketing Science / Angewandte Marketingforschung |
| Leidėjas: | Springer Fachmedien Wiesbaden |
| Išleidimo metai: | 2014 |
| Knygos puslapių skaičius: | 208 |
| ISBN-10: | 3658076836 |
| ISBN-13: | 9783658076832 |
| Formatas: | Knyga minkštu viršeliu |
| Kalba: | Anglų |
| Žanras: | International economics |
Parašykite atsiliepimą apie „Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment“
