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- Author: Christian Lucas
- Publisher: Springer Gabler
- Year: 2014
- Pages: 185
- ISBN-10: 3658076836
- ISBN-13: 9783658076832
- Format: 14.8 x 21 x 1.2 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
Sponsor- And Country-Related Predictors of Sponsorship Effectiveness (e-book) (used book) | bookbook.eu
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Description
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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- Author: Christian Lucas
- Publisher: Springer Gabler
- Year: 2014
- Pages: 185
- ISBN-10: 3658076836
- ISBN-13: 9783658076832
- Format: 14.8 x 21 x 1.2 cm, softcover
- Language: English 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.
Reviews