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Sponsor- And Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment
Paperback
Series: Applied Marketing Science / Angewandte Marketingforschung
ISBN13: 9783658076832
Publisher: Springer Gabler
Published: Nov 7 2014
Pages: 185
Weight: 0.62
Height: 0.48 Width: 5.83 Depth: 8.27
Language: English
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.
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