Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment
hristian 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...
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| Ngôn ngữ: | English |
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Springer
2015
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| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59349 |
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oai:scholar.dlu.edu.vn:DLU123456789-593492023-11-11T06:36:29Z Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment Lucas, Christian Industrial management Fund raising Corporate sponsorship hristian 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. 2015-12-08T02:29:41Z 2015-12-08T02:29:41Z 2015 Book 978-3-658-07684-9 978-3-658-07683-2 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59349 en application/pdf Springer |
| institution |
Thư viện Trường Đại học Đà Lạt |
| collection |
Thư viện số |
| language |
English |
| topic |
Industrial management Fund raising Corporate sponsorship |
| spellingShingle |
Industrial management Fund raising Corporate sponsorship Lucas, Christian Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment |
| description |
hristian 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. |
| format |
Book |
| author |
Lucas, Christian |
| author_facet |
Lucas, Christian |
| author_sort |
Lucas, Christian |
| title |
Sponsor- and Country-Related Predictors of Sponsorship Effectiveness:
Sponsorship in a National and International Environment |
| title_short |
Sponsor- and Country-Related Predictors of Sponsorship Effectiveness:
Sponsorship in a National and International Environment |
| title_full |
Sponsor- and Country-Related Predictors of Sponsorship Effectiveness:
Sponsorship in a National and International Environment |
| title_fullStr |
Sponsor- and Country-Related Predictors of Sponsorship Effectiveness:
Sponsorship in a National and International Environment |
| title_full_unstemmed |
Sponsor- and Country-Related Predictors of Sponsorship Effectiveness:
Sponsorship in a National and International Environment |
| title_sort |
sponsor- and country-related predictors of sponsorship effectiveness:
sponsorship in a national and international environment |
| publisher |
Springer |
| publishDate |
2015 |
| url |
https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59349 |
| _version_ |
1819779304158920704 |