Sponsor- and Country-Related Predictors of Sponsorship Effectiveness
Sponsorship in a National and International Environment| By: | Christian Lucas |
| Publisher: | Springer Nature |
| Print ISBN: | 9783658076832 |
| eText ISBN: | 9783658076849 |
| Edition: | 0 |
| Copyright: | 2015 |
| Format: | Page Fidelity |
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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.