國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

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

Sponsor- and country-related predictors of sponsorship effectivenesssponsorship in a national and international environment /
LDR:02874nmm a2200337 a 4500 001 460014
003 DE-He213
005 20150610170246.0
006 m d
007 cr nn 008maaau
008 151110s2015 gw s 0 eng d
020 $a 9783658076849 (electronic bk.)
020 $a 9783658076832 (paper)
024 7 $a 10.1007/978-3-658-07684-9 $2 doi
035 $a 978-3-658-07684-9
040 $a GP $c GP
041 0 $a eng
050 4 $a HD59.35
072 7 $a KJS $2 bicssc
072 7 $a KJSM $2 bicssc
072 7 $a BUS043000 $2 bisacsh
082 0 4 $a 659.285 $2 23
090 $a HD59.35 $b .L933 2015
100 1 $a Lucas, Christian. $3 711141
245 1 0 $a Sponsor- and country-related predictors of sponsorship effectiveness $h [electronic resource] : $b sponsorship in a national and international environment / $c by Christian Lucas.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2015.
300 $a xix, 185 p. : $b ill., digital ; $c 24 cm.
490 1 $a Applied marketing science / Angewandte marketingforschung
505 0 $a 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.
520 $a 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.
650 0 $a Corporate sponsorship. $3 192320
650 1 4 $a Economics/Management Science. $3 273684
650 2 4 $a Marketing. $3 182957
650 2 4 $a Management/Business for Professionals. $3 283813
650 2 4 $a International Economics. $3 273685
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
830 0 $a Applied marketing science. $3 711142
856 4 0 $u http://dx.doi.org/10.1007/978-3-658-07684-9
950 $a Business and Economics (Springer-11643)