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

$15.99

Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment
Authors: Christian Lucas (auth.)
Year: 2015
Publisher: Gabler Verlag
Language: english
ISBN 13: 9783658076849
ISBN 10: 3658076844
Categories: Business and Economics, Sales and Marketing
Pages: 60
Edition: 1

Availability: 5000 in stock

SKU: 9783658076849 Categories: ,

Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment Christian Lucas (auth.)
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. Categories:
Business & Economics – Sales & Marketing
Year:
2015
Edition:
1
Publisher:
Gabler Verlag
Language:
english
Pages:
185 / 196
ISBN 10:
3658076844
ISBN 13:
9783658076849
Series:
Applied Marketing Science / Angewandte Marketingforschung
File:
13.95 MB

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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment
$15.99

Availability: 5000 in stock