Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment (Applied Marketing Science / Angewandte Marketingforschung) - Softcover
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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About 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.
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- PublisherSpringer Gabler
- Publication date2014
- ISBN 10 3658076836
- ISBN 13 9783658076832
- BindingPaperback
- Number of pages204
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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment (Applied Marketing Science / Angewandte Marketingforschung) by Lucas, Christian [Paperback ]
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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness : Sponsorship in a National and International Environment
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Book Description Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 208 pp. Englisch. Seller Inventory # 9783658076832
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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness : Sponsorship in a National and International Environment
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Book Description Taschenbuch. Condition: Neu. Druck auf Anfrage Neuware - Printed after ordering - 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. Seller Inventory # 9783658076832
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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness
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ISBN 13: 9783658076832
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Book Description Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Publication in the field of economic scienceComprehensive literature review on sponsorship effectiveness.- Effectiveness of leverage and activation instruments in sponsorship.- Country-specific differences in sponsorship effectiveness.- Managerial impli. Seller Inventory # 5123703
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