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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness

Sponsorship in a National and International Environment

  • Book
  • © 2015

Overview

Authors:
  1. Christian Lucas

    1. Lehrstuhl für Dienstleistungemanagement, TU Braunschweig, Braunschweig, Germany

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  • Publication in the field of economic science
  • Includes supplementary material: sn.pub/extras

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Table of contents (6 chapters)

  1. Front Matter

    Pages I-XIX
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  2. Introduction

    • Christian Lucas
    Pages 1-7

  3. Sponsorship Basics and Objectives

    • Christian Lucas
    Pages 9-20

  4. Literature Review and Theoretical Background

    • Christian Lucas
    Pages 21-67

  5. National Sponsorship: Effects of Fan Campaigns on Sponsorship Awareness, Brand Attitude, and Purchase Intention – A Multi-Sponsor Analysis

    • Christian Lucas
    Pages 69-114

  6. International Sponsorship: Effects of Sponsorship on Brand Image – A Cross-National Analysis

    • Christian Lucas
    Pages 115-139

  7. Implications and Concluding Remarks

    • Christian Lucas
    Pages 141-147

  8. Back Matter

    Pages 149-185
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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.

Authors and Affiliations

  • Lehrstuhl für Dienstleistungemanagement, TU Braunschweig, Braunschweig, Germany

    Christian Lucas

About the author

Dr. Christian Lucas received his degree from the Carl-Friedrich-Gauß Faculty of the Technische Universität Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschläger. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.

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

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