Overview
- Publication in the field of economic science
- Includes supplementary material: sn.pub/extras
Part of the book series: Applied Marketing Science / Angewandte Marketingforschung (APPMASC)
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Table of contents (6 chapters)
Keywords
About this book
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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Bibliographic Information
Book Title: Sponsor- and Country-Related Predictors of Sponsorship Effectiveness
Book Subtitle: Sponsorship in a National and International Environment
Authors: Christian Lucas
Series Title: Applied Marketing Science / Angewandte Marketingforschung
DOI: https://doi.org/10.1007/978-3-658-07684-9
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2015
Softcover ISBN: 978-3-658-07683-2Published: 07 November 2014
eBook ISBN: 978-3-658-07684-9Published: 30 October 2014
Series ISSN: 2627-1982
Series E-ISSN: 2627-2008
Edition Number: 1
Number of Pages: XIX, 185
Number of Illustrations: 23 b/w illustrations
Topics: Marketing, Management, International Economics
Industry Sectors: Aerospace, Automotive, Biotechnology, Chemical Manufacturing, Consumer Packaged Goods, Engineering, Finance, Business & Banking, IT & Software, Materials & Steel, Pharma, Telecommunications