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Sponsor- and country-related predict...

Lucas, Christian.

Sponsor- and country-related predictors of sponsorship effectivenesssponsorship in a national and international environment /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Sponsor- and country-related predictors of sponsorship effectivenessby Christian Lucas.
其他題名:	sponsorship in a national and international environment /
作者:	Lucas, Christian.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2015.
面頁冊數:	xix, 185 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Corporate sponsorship.
電子資源:	http://dx.doi.org/10.1007/978-3-658-07684-9
ISBN:	9783658076849 (electronic bk.)

Sponsor- and country-related predictors of sponsorship effectivenesssponsorship in a national and international environment /
Lucas, Christian.

Sponsor- and country-related predictors of sponsorship effectivenesssponsorship in a national and international environment /[electronic resource] :by Christian Lucas. - Wiesbaden :Springer Fachmedien Wiesbaden :2015. - xix, 185 p. :ill., digital ;24 cm. - Applied marketing science / Angewandte marketingforschung. - Applied marketing science..

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.

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. 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 Target Groups Researchers and students of Marketing, Sports, Event, & Brand Management Specialists in Sponsorship, Sports, & Event Management The Author Dr. Christian Lucas received his degree from the Carl-Friedrich-Gau Faculty of the Technische Universiat Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschlager. 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.

ISBN: 9783658076849 (electronic bk.)

Standard No.: 10.1007/978-3-658-07684-9doiSubjects--Topical Terms:

192320
Corporate sponsorship.

LC Class. No.: HD59.35

Dewey Class. No.: 659.285

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