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

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.

List of contents

Comprehensive literature review on sponsorship effectiveness.- Effectiveness of leverage and activation instruments in sponsorship.- Country-specific differences in sponsorship effectiveness.- Managerial implications of the research findings.

Product details

• Authors: Christian Lucas
• Publisher: Springer, Berlin
• Languages: English
• Product format: Paperback / Softback
• Released: 07.11.2014
• EAN: 9783658076832
• ISBN: 978-3-658-07683-2
• No. of pages: 185
• Dimensions: 155 mm x 10 mm x 209 mm
• Weight: 280 g
• Illustrations: XIX, 185 p. 23 illus.
• Series: Applied Marketing Science / Angewandte Marketingforschung; Angewandte Marketingforschung; Applied Marketing Science
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, Management, B, Management und Managementtechniken, Internationale Wirtschaft, Market research, Business and Management, International Economics, Management & management techniques, Management science