Authors:
- 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)
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Front Matter
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Back Matter
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.
Authors and Affiliations
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Lehrstuhl für Dienstleistungemanagement, TU Braunschweig, Braunschweig, Germany
Christian Lucas
About the author
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